HOW TO MAKE BLUE OCEAN TURNING INTO RED OCEAN BLUE AGAIN: A CASE STUDY OF A ROOM ESCAPE GAME

In recent business management literature one of the hot topics discussed is how to escape from the intense Red Ocean by creating a Blue Ocean where there is no competition. This seems possible with the Blue Ocean Strategy put forward by Rene and Mauborgne. However, it is underlined in literature that every blue ocean will eventually turn red. Traditionally, most research in the field of Blue Ocean Strategy focused on few practical guidelines of how to create Blue Ocean leaving a gap in the understanding of how the blue ocean could be turned into blue again after it becomes red due to fast entries into the market. The present paper addresses that void specifically by exploring the practices of a room escape organization of a new-born entertainment sector showing how they managed to create their second blue ocean. It is aimed at enriching Blue Ocean Strategy with a case study in which we see the process of creating a blue ocean, its immediately turning into red and achieving to become blue again. This study aims to generate insights for future research for managers, academics, innovators, entrepreneurs and policy makers who are interested in creating their sustainable blue ocean with innovative moves by presenting a solid case analysis.