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The strategy of seeking a market space that is not yet contested or that remains unidentified by competitors. Also, the strategy of creating new market spaces to avoid the tightly held known markets that competitors hotly contest for customers.

Cover of Frederick, O'Connor, Kuratko (2019), Entrepreneurship Theory Process Practice (Melbourne: Cengage) Glossary term from Asia-Pacific edition of Entrepreneurship Theory Process Practice (Melbourne: Cengage, 2019)

Synonyms:
Blue Ocean Strategy
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