Networks and Blue Oceans.
Blue Oceans represent the vast, unexplored market spaces where competition is irrelevant, and the innovation potential is boundless. This article delves into the pivotal role of networks in navigating these vast, untapped markets, illuminating the pathway towards innovation and differentiation through the lens of co-creation and social networking. Drawing from seminal theories of human needs and contemporary research, including an insightful study on the fashion industry in Bandung, Indonesia, we uncover the transformative power of networks as mediators in the co-creation process, enhancing firm performance and fostering local experience innovation.