BLUE OCEAN STRATEGY IN A NEW VEIN: THE BLUE OCEAN OF TWILIGHT

Blue Ocean Strategy was first formulated in 2005 by Chan and Maubourgne as a methodology to create uncontested marketspace and make the competition irrelevant for products and services in a business setting.The concept of Blue Ocean Strategy, however, can be applied to a broader range of industries and applications beyond the world of business.The present paper will apply the concept of Blue Ocean Strategy and its tools to demonstrate a new use for the Blue Ocean Methodology, through a case analysis involving the success of the Twilight series of books and movies by Stephanie Meyer, and its comparison to other Vampire books, including Bram Stoker's Dracula and the TV series The Vampire Diaries and The Originals.The paper will argue that the same concepts and tools found in comparing blue ocean and red ocean in businesses as applied in this case, can be utilized, in the arena of the literary world for book authors and screenwriters seeking to develop new characters and story plotlines, or for Hollywood/Film use in developing new television shows, sitcoms, or movies.