August 2023
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36 Reads
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3 Citations
Strategy and Leadership
Purpose The process of redefining an existing industry problem, and then solving the redefined problem is the essence of the “blue ocean strategy” approach, which generates a more balanced blend of disruptive and nondisruptive growth. Design/methodology/approach The authors’ “A Growth Model of Market-Creating Innovation Strategy” presents a framework that shows three paths and how each triggers a different balance between disruptive and nondisruptive growth. Findings Between solving an existing industry problem and identifying and solving a brand-new problem or creating a brand new opportunity outside industry boundaries lies the path to ‘blue ocean strategy.’ Practical implications Leaders ideally choose a path to market creation where their current business is not disrupted by the initiative and where economic growth and social good are not trade-offs. Originality/value The article offers a unique review of the less disruptive path—blue ocean strategy—between solving an existing industry problem and identifying and solving a brand-new problem or creating a brand new opportunity outside industry boundaries