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Overall, IKEA did not choose to operate in a red ocean and instead chose to target customers who value quality goods at reasonable prices, and created its own market. It interests me how companies do not need to deviate far from current markets in order to create a market in which they can succeed. I question though how a company with a large focus in one market area can afford to take the plunge into somewhere unknown. How do companies evaluate the best times to enter a “blue ocean” and decide how to best allocate their resources?