1. Blue Ocean strategy: why and how?

You can use the Blue Ocean Strategy methodology in two situations:

1. You want to create a disruptive effect in your ecosystem, usually as a result of your declining competitive position or a negative market trend:

• you are the leader in a stagnating or shrinking market;

• you're neither No. 1 nor No. 2, you're entering a market that's still growing;

• the price war is on, it's the only way to survive;

• you're a technology leader, others are market leaders;

• you've lost your ability to create disruptive innovation.

2. Your decision-makers are willing to invest time and agree to pursue ideas whose economic consequences are unclear at this early stage of...