“A Sketch of the Historical Pattern of Blue Ocean
Creation,” provides a snapshot overview of the history of three representative
U.S. industries drawn from our database: the auto industry—
how we get to work; the computer industry—what we use
at work; and the cinema industry—where we go after work for enjoyment.
As shown in appendix A, no perpetually excellent company
or industry is found. But a striking commonality appears to
exist across strategic moves that have created blue oceans and have
led to new trajectories of strong, profitable growth.