Green Ocean Strategy: Democratizing Business Knowledge for Sustainable Growth

  • Evangelos MarkopoulosEmail author
  • Ines Selma Kirane
  • Clarissa Piper
  • Hannu Vanharanta
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1026)


Sustainability should neither be dystopian, nor utopian, but better protopian. To achieve this, thinking green for the common good and benefit for all from all, does not only require thinking smart or green but also thinking together. This paper attempts to define a new set of organizational processes needed for a company to reach a continuous innovative and sustainable strategy by utilizing primarily its own human intellectual capital in an unbiased and democratic way. Such an approach can transmit an organization into a new management typology and leadership that can be defined as a Green Ocean strategy. The paper introduces the Green Ocean Strategy concept via a business transformation framework that can lead an organization from the Red to the Blue and from the Blue to the Green Oceans strategies. The framework is supported by phases, stages, processes, preconditions, and postconditions towards its effective adaptation.


Strategy Leadership Knowledge Management Democracy Transformation Innovation Green Ocean Blue Ocean Red Ocean 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Evangelos Markopoulos
    • 1
    Email author
  • Ines Selma Kirane
    • 1
  • Clarissa Piper
    • 1
  • Hannu Vanharanta
    • 2
    • 3
  1. 1.HULT International Business SchoolLondonUK
  2. 2.School of Technology and InnovationsUniversity of VaasaVaasaFinland
  3. 3.Faculty of Engineering ManagementPoznan University of TechnologyPoznanPoland

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