Business uses a number of environmental references such as Green Field development, when manufacturing or residential buildings replace agricultural land. And in marketing, among the latest terms are Red Ocean and Blue Ocean.
The first is used to describe cut-throat marketing, where aggressive sales forces fight to increase market share, through aggressive selling techniques, price cutting and asset stripping, resulting in ‘blood in the water’ situations. Here, winning more sales for one means losses for another and market share is all, as in the automobile market.
The second refers to selling products that are entirely novel, where no market exists until the product is offered. In the Blue Ocean, consumers have to be persuaded that they need or want something new, something they have not heard of until the new product appears. Examples of this are the iPod and iPad, the X-Box and Wii game tools.
This book offers a third ocean, the socially responsible White Ocean.
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