Abstract
In recent years, several TRIZ practitioners have focused their attention on the application of TRIZ concepts for new business strategy definition. Among the others, the Blue Ocean Strategy has attracted the largest consensus. Nevertheless, this methodological approach proves to be very elegant to describe past business innovation successes, while it provides just general directions if a new profile of "values" is requested for a given product or service. The present paper analyzes with a TRIZ perspective 32 case studies from the BOS literature and shows that more prescriptive guidelines can be identified from these experiences. © 2011 Published by Elsevier Ltd.