Creating blue oceans -- Analytical tools and frameworks -- Reconstruct market boundaries -- Focus on the big picture, not the numbers -- Reach beyond existing demand -- Get the strategic sequence right -- Overcome key organizational hurdles -- Build execution into strategy -- The sustainability...

Purpose – This paper reports the results of more than a decade‐long research journey on how firms can go beyond competing to creating uncontested market space, or “blue oceans,” that makes the competition irrelevant. Design/methodology/approach – Studies over 150 blue‐ocean creations...