In your market, there is Amazon or major accounts, very powerful multinationals which have millions to invest in their presence and in their digital strategy . Faced with this hyper competition , you tell yourself that you are stuck, that you can't do anything. However, for 15 years that I have had a professional life linked to the Internet, for 10 years that it has been my main activity, I have analyzed dozens of sites and therefore digital strategies. For each prospect I met, in preparation for meetings, I analyzed 3-4 competitors. For each client, I audited 5 or 6. I also carried out sectoral studies. Each time, I was surprised to find that developing a blue ocean strategy was possible. What is a blue ocean strategy ? For me, in a digital strategy , it is finding market segments or niches in which there is a certain level of demand and moderate competition.

I certainly haven't traveled the world in all sectors of activity, but I have yet to be confronted with a situation where Email Data this was not possible. What is the blue ocean in business strategy? The concept of blue ocean strategy is relatively recent. It comes from a book published in 2005 ( Blue Ocean Strategy ) by INSEAD researchers within the Blue Ocean Strategy Institute . The subtitle of this reference work: how to create new strategic spaces. My objective is not to produce a thesis or an analysis of the book but to provide some elements so that everyone has a reading grid with some reference points. The two researchers believe that the best way to generate growth and significant profits is to create new demand in an uncontested strategic space rather than going against competitors in existing markets. In a later work, they explain how to create blue oceans. In summary, according to this vision, there are two types of activity.



Those which are of the “red ocean” type where the limits and the rules are known. We try to perform better than our competitors to capture new market shares, but growth opportunities are rare. Price often becomes an essential element of choice, to the detriment of value creation. On the other hand, “blue ocean” activities are new. These are new markets still without competition. These are more markets for creating demand than for conquest. We speak of a blue ocean mainly to give an image of the size of untapped markets. Blue ocean strategy and innovation Blue ocean strategy and innovation are, by definition, closely linked. Indeed, innovation is one of the key elements of this strategy. This innovation must on the one hand increase the value for the customer and on the other hand remove elements of the offer which have less value. In the traditional cost/differentiation/niche triptych, we must bring out new value, beyond market segmentation and have low costs.