Extending boundaries of Blue Ocean Strategy

'Blue Ocean Strategy', one of the best seller books has received tremendous attention amongst scholars and practitioners. This paper first critically analyzes the conjectures presented in the book. Second, we investigate if means suggested by authors to create a blue ocean are applicable in emerging markets. Article further proposes that blue oceans can be created via radical innovation, disruptive innovation, frugal innovation, and purely differentiation strategy and focused differentiation strategy rather than only value innovation. Furthermore, we suggest that strategy canvas is applicable not only for value innovation but all types of innovation. We, thus extend the boundaries of sources of blue oceans. Lastly, we explore if sustainable competitive advantage or blue oceans ae better sources of profitability.