Should companies exclusively use Blue Ocean Strategy?
10. March 2016

What is the difference between a blue ocean and a technological innovation?

Blue oceans can be described as “value innovations”. The new, customer-relevant benefits created through Blue Ocean Strategy can be the result of technological changes to a product – however this does not necessarily have to be the case. Blue Ocean Strategy is much more about restructuring the entire offering in order to exploit all dimensions of the added value. Technological innovations on the other hand are limited to changes to the product.

In order to illustrate this, here is an example:
For many purchasers of electrical products a service that simplifies operation or a more personal approach may be more relevant to them than more technical features, which consumers sometimes hardly know how to use.