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.

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ERIM Top-Core Articles
Harvard Business Review
Erasmus Research Institute of Management

Burke, A., van Stel, A., & Thurik, R. (2010). Blue Ocean vs. Five Forces. Harvard Business Review, 88(5), 28–29. Retrieved from