White Ocean has emerged!

We all know well about Red-Blue Ocean Strategy, how each ocean colour are works. In the book name Blue Ocean Strategy of W. Chan Kim and Renée Mauborgne has illustrated the best organizational strategy to generate growth and profits. Blue Ocean Strategy suggests that an organization should create new demand in an uncontested market space, or a “Blue Ocean”, rather than compete head-to-head with other suppliers in an existing industry that is called “Red Ocean”. 

Even though, recently, White Ocean has emerged in world business strategy. Many people might not know about it before. Not surprising if you do not know about White Ocean because it has been coined by Thai businessman Danai Chanchaochai who associate in international business and wrote a book called “White Ocean Strategy”. I have read this book several month ago and it made me became a little white blood.

VTR White Ocean Strategy – YouTube

White Ocean’s concept is concerning about “social” more than “profit” that made WOS outstanding than the others oceans which is gaining reputation and profit from their customer by using any strategies to be apart or win the competition in market. The concept of WOS is focusing on People, Planet, Profit and Passion. Concerning in sociological and environment are most important in this ocean. The author accepted that Blue Ocean is a good business strategy to generate idea, innovation and profit but he suggested that if companies add WOS in their development plan would help companies growth sustainably. Meanwhile, WOS probably similar as CSR (Corporate Social Responsibility) that recently many big companies enthuse about to show up their responsibility to society. Both WOS and CSR are focusing on the same propose that are social and environment but there are slightly different on process, big companies will earn profits first then pass the profits to society so they called CSR but WOS process is taking care social and environment at first by overlook the profit. Truly that no measurement shows that WOS will success on business but the author gave a good role model of companies which have social and environment awareness.

Google’s headquarter in Mountain View Silicon Valley, California using 9,212 solar cell panels set on their roof top of building for reducing cost of electricity and save planet energy in the same time. Moreover, all employee of Google can have free meal in Cafe 150. This cafe use productive of local farm in radius 150 mile from the office to support agriculture sector. It is obvious that Google is the leader who takes a serious care to society.

Another good example is Anita Roddick, a British businesswoman, human rights activist and environmental campaigner, best known as the founder of The Body Shop, a cosmetics company producing and retailing beauty products that shaped ethical consumerism. The Body Shop was born underneath of environmental concern so entire products, packaging and labels all made from nature and recyclable which are not effect back to environment. Moreover, this environmentalist use productive that buy from farmer directly. As a strong concept of helping society and caring environment made The Body Shop become successful and accept by customer undoubtedly.

“All through history, there have always been movements where business was not just about the accumulation of proceeds but also for the public good”  Anita Roddick

These are just two examples of good care of society and environment, there are many organizations that use this strategy run a business parallel with either Red or Blue Ocean strategy. I strongly believe that White Ocean can merge either in Red and Blue Ocean, as a result, if every companies use WOS it can narrow down a level of well being in our society also improve environment awareness. And I think it will help us to explore new and fresh aspect of our business skill.