The article reports on the authors' research in the Netherlands which focused on a profit model in Dutch retail stores and a so-called blue-ocean approach which requires a new market that attracts consumers and increases profits. Topics include the competitive strategy approach to increasing profits. The authors conclude that the blue-ocean strategy or innovation approach is sustainable.

Additional Metadata
Keywords Netherlands, competition, econoomic aspects, innovation management, profit, reatail stores, research
JEL L26, Entrepreneurship (jel), M, Business Administration and Business Economics; Marketing; Accounting (jel), M13, New Firms; Startups (jel), M21, Business Economics (jel), O32, Management of Technological Innovation and R&D (jel)
Persistent URL
Burke, A.E, van Stel, A.J, & Thurik, A.R. (2010). Blue Ocean vs. Five Forces. Harvard Business Review, 88(5), 28–29. Retrieved from