The aim of blue ocean strategy was straightforward: to allow any organization—large or small, new or incumbent—to step up to the challenge of creating blue oceans in an opportunity-maximizing, risk-minimizing way

We don’t have a theory of strategy creation

As of yet there has been no theory or process for true strategy creation.

Large R&D budgets are not the key to creating new market space. The key is making the right strategic moves.

The creation of blue oceans, in other words, is a product of strategy and as such is very much a product of managerial action.