Logo Home   |   Contact   |   Imprint   |   German       
Firmenprofil Innovation Produkte Projekte Referenzen

The very Language of ‘strategy’ is deeply imbued with military reference – chief executive officers in headquarters, troops and front lines: “Strategy is about confronting an opponent and fighting over a given piece of land that is both limited and constant.”

Blue Ocean Strategy
… finds ways to the global market growth by exploring the alternatives (instead of competition) and non-customers (instead of customers)

Additionally, the Blue Ocean Strategy aims to obtain the minimum price already at the first market entrance of the innovation. This mobilizes large masses of customers and ensures sustainability.


  • Global effect on the market
  • High volume leads to striking cost advantages, discouraging followers from entering the market
  • You are reaching large masses of customers and networks what makes your innovation difficult to copy
  • You are new and therefore competition doesn’t take you seriously
  • Since you are entering new areas it is difficult for competitors to follow you, because it does not make sense to other company‘s conventional logic and may conflict with their brand image
  • Establishment of a strong brand image from the customer point of view


Depending on the client’s experience with the innovation processes, the necessary support by I.C.I.C. will be between 15 and 40 days.

*The experience from the past projects and will be adapted accordingly.

About the method:

Although the Blue Ocean Strategy represents an extensive process, following steps are crucial:

  • Creating awareness with teams and management
  • Drawing of the actual strategy profiles (own & competitors)
  • Spotting the potential new customers
  • Drawing of a new strategy profile and its verification on the market
  • Adaptation of the strategy
  • Convincement/attraction of the organisation for the new strategy
  • Implementing the strategy into the organisation

Blue Ocean Strategy in practice:

Many products and especially services cannot be protected by patents efficiently. Blue Ocean Strategy showed how some companies reached outstanding results in a totally saturated or even stagnating market.

The success stories by Cirque du Soleil, Southwest Airlines, Yellow Tail, Ebay, JSF F-35 and QB House are only some of the examples. Cirque du Soleil had started with a group of street performers from Québec and is making nowadays an annual turnover of more than 600 million US-Dollars. Similar growth can be observed at Ebay. The Australian wine company Yellow Tail reached a unique strategic profile in a fully saturated market. Yellow Tail wines became the most imported wines – above French and Italian wines.


W. Chan Kim, Renée Mauborgne: Blue Ocean Strategy: How to Create Market Space and Make the Competition Irrelevant, Harvard Business School Press, 2005, 978-1-59139-619-2 (ISBN 13)