Mauborgne’s the Blue Ocean Strategy and Alexander Osterwalder & Yves Pigneur’s Business Model Canvas. The Blue Ocean Strategy which may be considered “right” brain as it encourages “innovative” or creative thinking to expand boundaries of red oceans into blue oceans, can be incorporated into the Fred David methodology particularly in the Competitive Profile Matrix. The sustainability element inherent in the Blue Ocean Strategy lies in its Four Actions Framework (Reduce-Create-Raise-Eliminate as shown in Figure 4. Adapted from Kim & Maugborgne (2005) Figure 4: The Four Actions Framework of the Blue Ocean Strategy Blue Ocean Strategy is about simultaneously increasing value while reducing cost. This is achieved by identifying which elements of the Value Proposition can be Eliminated, Reduced, Raised, or Newly Created. The first goal is to lower costs by eliminating or reducing less valuable features or services. The second goal is to
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