schoolBlue Ocean Strategy in the Context of Digital Disruption

The aim of this summer school is to help its participants gather deep insight on competing in an existing market (red ocean), its growth options, and traps. For most of the firms, however, it is challenging to find ways to grow in the red ocean, and most of the firms focus on competitors’ actions as their reference point which does not necessarily help them. However, few firms choose to create a blue ocean (uncontested market space) and avoid any competition. Understanding digitalization could further reconfigure and enhance the business models.