It is a business strategy of creating uncontested, virgin market space. The metaphor of red and blue oceans describes the market — blue oceans denote the industries not in existence today, where demand is created rather than fought over Red oceans  are industries existing today — boundaries are defined and competitive rules are known. There is cut-throat competition and it turns the ocean bloody red. Blue Ocean Strategy is a book written by W. Chan Kim and Renee Mauborgne.