Blue Ocean Strategy: A Vehicle for Entrepreneurship Development and Economic Growth in Rural Areas

This paper emphasizes on the role of entrepreneurship in economic development of a society with the perspective of Blue Ocean strategy used by organizations across the globe and especially in the context of Indian rural markets. The paper also utilizes live examples of organizations going towards uncontested rural markets and is suggestive of the crux and the core definition of entrepreneurship in correlation to the core philosophy of Blue Ocean strategy. In addition, the paper emphasizes that the soul of entrepreneurship lies within the development of rural markets, which can be done through the effective utilization of Blue Ocean strategy. DOI: 10.4018/978-1-4666-0276-2.ch015