Incredible Strategies: The Proof Is In The Pudding
In a 10-year study of 108 companies, it was found that 86% of new product launches were line extensions and only 14% were attempting to create blue ocean markets. Yet that 14% generated 38% of total revenues and 61% of total profits”. Kim and Mauborgne (2005). It is an indisputable proof of the blue ocean success.
The profit and growth consequences of creating Blue Oceans (Kim and Mauborgne, 2005)