![]() ![]() As the Blue Ocean strategy is also about gaining competitive advantage by continuous innovation, the article presents four paths to get it. ![]() In other purple ocean situations, the reverse case was observed: falling back from the blue ocean to an intermediary status (neither blue anymore, still nor red) calling it purple ocean as well. Following several situations observed among Romanian companies, in which the practical transition to the blue ocean proved to be more difficult than expected in theory, this paper aims at opening a discussion particularly on the issue of, metaphorically, the colour of the ocean of the current competitive market: as not being red anymore nor blue yet likely being a kind of violet or “purple ocean”. Beside the path of transition from the red ocean of fierce competition to the much-desired serene blue ocean (where competition becomes irrelevant because new markets are created), the scholars who have developed the Blue Ocean strategy have further elaborated guidelines and tools to be used in the process of this transition, nevertheless, detecting the difficulties of this transition process. Therefore, more flexible schools of strategic thought – like Blue Ocean – started to gain ground. The turbulent environment, characterized by dramatic changes and chocks such as global crises and dissolution of many centrally planned economies during the last decades, has demonstrated that rigidity associated with strategic planning does not provide universal solutions.
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