Green Ocean Strategy

The evolution of the economic systems:

agricultural industrial service-based

agricultural industrial service-based

Biodiversityand

EcosystemServices

EconomicDevelopment

SustainableUse of

Resources

SustainableMaterials

Management

ClimateChange

Red Ocean Blue Ocean Green Ocean

Compete in existingmarket space.

Create uncontestedmarket space.

Cultivate green marketspace.

Beat the competitionMake the competition

irrelevant.Engage the self-

competition.

Exploit existing demand.Create and capture new

demand.Exploit new demand.

Make the value-cost trade-off.

Break the value-costtrade-off.

Decouple the green-growth trade-off.

Align the whole system ofa firm’s activities with its

strategic choice ofdifferentiation or low cost.

Align the whole systemof a firm’s activities in

pursuit of differentiationand low cost.

Align the whole systemof a firm’s activities inpursuit of growth and

sustainability.

Red Ocean Blue Ocean Green Ocean

Competition-basedStrategy

Innovation-basedStrategy

Sustainability-basedStrategy

Five Forces Four Action Frameworks Triple-value ChainsFive Forces Four Action Frameworks Triple-value Chains

Beating Value Innovating Value Sustaining Value

Red Ocean Tool: Five Forces

Blue Ocean Tool: Four Actions Framework

EconomicValue

Porter’s Generic Value Chain

Socially Responsible Conduct

Environmentally Friendly Practice

Embedded Activities

EnvironmentEnvironmentSocial andEconomic

Values

Green Ocean Tool: Triple-value Chains

Process AccountabilityResourceEfficiency

ProductEffectivenessEfficiency Effectiveness

Green Governance

7GreenHabits

ProcessesResources

Products

WastesWastes

Green Governance + Green Habits

Join the

Green Governance:

• Resource Efficiency

• Process Accountability

• Product Effectiveness

www.greenoceansociety.com

Green Habits:

• Rethink

• Reduce

• Reuse

• Recycle

• Recondition

• Refuse

• Return