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The origin of the terms red and blue oceans comes from Blue Ocean Strategy Book  – How to Create Uncontested Market Space and Make the Competition Irrelevant.


“Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players.” 


Course structure: 3 meetings, 4 academic hours each. The course will include videos, a case study, and review of local and international strategies.

Content: What is a red ocean? How to create a blue ocean? What is its importance in competitive markets? The blue ocean as part of differentiation and branding strategy process.


Added Value: Learn how to create a market without competitors and make competition irrelevant.

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