Blue Ocean Strategy

Blue Ocean Strategy® is the international best practice in innovation strategy.

It unshackles businesses from the costly battles of head-to-head competition (red oceans) to create untapped demand and profitable growth (blue oceans).

We are qualified practitioners in Blue Ocean Strategy. We deliver  in-house training workshops, consulting and keynote presentations.

What is Blue Ocean Strategy?

Blue Ocean Strategy pursues value innovation: the concept of the simultaneous pursuit of both low cost and differentiation strategy. It is a systemised, fully sequenced and replicable methodology. It enables organisations to break free from competitors and find breakthrough growth through debunking strategic assumptions and redefining market boundaries. And it puts the customer rather than the competition at the centre of strategic thinking.  

The BOS strategic framework and tools are designed to build on the collective wisdom of the organisation in strategy formulation. It is designed to ensure that innovative practice is embedded into the organisational mindset and processes.

It is the only known strategic methodology that integrates strategy formulation and change management. When companies break free of the limits of competitive strategy they find unexplored territories (Blue Oceans) and make the competition irrelevant. When a company pursues value innovation they create leaps in value - both for the customer and the business. Whether applied in whole or in part, blue ocean strategy can help innovation, profit and sustainability.

The History of Blue Ocean Strategy

Blue Ocean Strategy (BOS) is the result of 20 years of research by Professors W. Chan Kim and Renee Mauborgne who studied over 150 strategic moves made between 1880 and 2000 in more than 30 industries.The research, the BOS concept and the analytical tools and frameworks were the basis of the international best selling book, ‘Blue Ocean Strategy’.  

Professors Kim and Mauborgne have been awarded the Nobel Colloquia Prize for Leadership on Business and Economic Thinking 2008. In 2012 they were ranked #2 World’s Best 50 Thinkers. The book has won awards across the globe and has been published in 42 languages.  

It has spawned the Blue Ocean Strategy Network (BOSN), a global community of academics, consultants, executives and government officers who practice the Blue Ocean Strategy methodology and facilitate innovation across industries, organisations, products and public policy.

Blue Ocean Strategy Video



Blue Ocean Strategy Book

To buy the book click image

For the blue ocean strategy international website visit


Blue Ocean Strategy Workshop (in house)

This workshop is designed to give participants an understanding of Blue Ocean Strategy and its key principles. 

You will be introduced to the strategy foundations, principles and theories of Blue Ocean Strategy. You will learn skilful thinking and know how to apply it to create innovation in your business unit or company.  You will learn how to create leaps in value for customers and breakthrough growth and profit.

You are encouraged to bring your own business or product challenges so you can immediately apply what you are learning to actual planning for your business or product portfolio.

For workshop program click here

To register interest click here

Blue Ocean Strategy Consulting

For detailed information on Blue Ocean Strategy training & consulting services click here.

Service Offerings

Our Blue Ocean Strategy® services include consultation, executive briefings, innovation programmes and continuous professional development for your executive, strategy and sales & marketing staff. We tailor based on need. Our key services include:  

  • Keynotes
  • Training
  • Consulting
  • Industry Strategy Fairs 

Blue Ocean Strategy Process


Blue Ocean Strategy Case Studies 

Click on names below to read case studies. 

Malaysia Transformation Program

The Malaysian government adopted blue ocean strategy as the driver for its transformation program. With extraordinary results.

Air Asia

How did AirAsia achieve its remarkable turnaround? From deeply in dept to best ever profit in one year. This case study is one of the great examples of Blue Ocean Strategy at work.

Cirque de Soleil

How Cirque de Soleil created a 'Blue Ocean' strategic move and reinvented the circus

Louisiana Economic Development

How Louisiana Economic Development created award winning policy that transformed economic development based on BOS principles

Tune Hotels

How Tune Hotel created a 5 star hotel experience at a 1 star price and achieved breakthrough growth using Blue Ocean Strategy.




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Upcoming Events

Social Media & Visitor Experience Course

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MELBOURNE TUESDAY 5 JULY 2016 A one-day masterclass for tourism operators and destinati..

Keynote: Innovation and the future of associations

Posted: 09-Sep-2014
Robynne Berg speaks on innovation and the future of assocation growth at... AUSAE Leadershi..

New Workshops - Innovation & Blue Ocean Strategy

Posted: 25-Apr-2012
Announcing our new in-house workshops to help you innovate and bring Blue Ocean Strategy principles ..