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'Purple' Ocean Strategy
Andrew Nelson, CEO, Australia, SIG Leader
If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of untapped opportunity, are there also "PURPLE" - less competitive - oceans in between?
And do you always have to make your way through purple oceans to get to red ones? Or can you leap straight from red to blue, and back?
Your opinions please...
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The Possibility of Purple Ocean Strategies
Fabiyi Olawale, ICT Consultant, Nigeria, Member Is there such a thing as a purple ocean strategy? Talking about purple, first and foremost we need to understand that BOS is all about creating value for both the firm and customer.
- Value for customers could be lower price, quality and the likes.
- Value for the firm comes in form of profits and overall reduction in business process cost.
If we have a purple strategy as you described, then proponents of blue ocean cannot come into play as blue ocean is about an uncontested marketspace and purple means a bit of competition. It is noteworthy that in BOS, we do not benchmark competitors and the only way to swim directly from red to blue oceans is via innovation. Not just any kind of innovation, but innovation for the now.
Furthermore every blue ocean becomes red over time, because when other firms see an innovative product or any product doing very well, they'll want a piece of the cake. So the blue ocean of uncontested market space becomes bloody red ocean.
Finally ROS is about SURVIVING in the market while BOS is about THRIVING there.
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