Blue Ocean Strategy

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Creating uncontested market space. Explanation of Blue Ocean Strategy of W. Chan Kim and Renée Mauborgne. ('04)

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Blue Ocean Strategy Red Ocean

What is Blue Ocean Strategy? Description

Rather than competing within the confines of the existing industry or trying to steal customers from rivals (Bloody or Red Ocean Strategy) W. Chan Kim and Renée Mauborgne are suggesting Blue Ocean Strategy: developing uncontested market space that makes the competition irrelevant.


According to Kim and Mauborgne in the HBR of October 2004, competing in overcrowded industries is no way to sustain high performance. The real opportunity is: to create blue oceans of uncontested market space.


Competitive Advantage critique

Of course competition is important. But by focusing on competition and competitive advantage, according to Kim and Mauborgne, scholars, companies, and consultants have ignored two very important - and far more lucrative - aspects of strategy:

  • To find and develop blue oceans, and
  • To exploit and protect blue oceans. These challenges are very different from those to which strategists have devoted most of their attention.

In blue oceans demand is created, rather than fought over. There is ample opportunity for growth that is both profitable and rapid.


Two ways to create blue oceans

  1. One is to launch completely new industries, as eBay did with online auctions.
  2. It is more common for a blue ocean to be created from within a red ocean when a company expands the boundaries of an existing industry.

Certainly Kim and Mauborgne deserve credits for having made the point of the over-focus on competitive advantage and also for their beautiful metaphor of the two types of oceans.


Book: W. Chan Kim, Renée Mauborgne - Blue Ocean Strategy -


Blue Ocean Strategy Forum
  How to Start with Blue Ocean Strategy?
I am in the process of starting up a company. I wa...
     
 
  Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organis...
     
 
  Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be...
     
 
  Blue Ocean Strategy: Buyer Utility Map
In Blue Ocean Strategy, the Buyer Utility Map is a...
     
 
  Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buye...
     
 
  Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing S...
     
 
  eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their a...
     
 
  Blue Ocean Strategy Sequence L.L. Bean
The four steps of strategic sequencing for L.L. Be...
     
 
  The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we ar...
     
 
  Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Bl...
     
 
  Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:<...
     
 
  Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning prod...
     
 
  Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has ...
     
 
  Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are...
     
 
  Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. H...
     
 
  Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home ...
     
 
  Blue Ocean Strategic Sequencing - Exxon Mobil
I’m completing a college assignment and request fe...
     
 
  Blue Ocean Strategic Sequencing - Dell
I have been researching dell for the past several ...
     
 

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Blue Ocean Strategy Education & Events


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Best Practices - Blue Ocean Strategy Premium
  'Purple' Ocean Strategy
If there are shallow, boiling, highly competitive,...
     
 
  Why is it called 'Blue' Ocean Strategy?
I would like to know meaning of 'blue' and its mea...
     
 
  Blue Ocean Strategy Disadvantages
While most of the participants in this forum are q...
     
 
  Blue, Green or Even Violet Ocean Strategies
I think ROS and BOS are parts of a process that al...
     
 
  Blue Ocean Strategy in Small Companies
For most small businesses in the current environme...
     
 
  Differences in BOS / ROS Cultures
I have discovered over the last five years that in...
     
 
  What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will o...
     
 
  Can a Blue Ocean Eventually Turn Into a Red Ocean?
When a company creates a blue ocean by foreseeing ...
     
 
  Six Paths to Moving from Red to Blue Ocean
I am seeking feedback on my class project. I am tr...
     
 
  Creating a New Mental Category
Blue ocean strategies are basically about creating...
     
 
  Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Por...
     
 
  Visionary Leadership and Blue Ocean Strategy
 
   
 
  BOS: more of the same
Blue Ocean Strategy is just more of the same old s...
     
 
  How to Avoid Imitation of Blue Ocean Strategy?
After creating a new market/industry, how can comp...
     
 

Expert Tips - Blue Ocean Strategy Premium
 

Diagnostic Framework for Building a Blue Ocean StrategySign up

Kim and Mauborgne introduce in their book an inter...
Usage (application): Blue Ocean Strategy Formation
 
 
 

Challenging the Existing Strategic LogicSign up

A great BOS-tool Kim and Mauborgne described is th...
Usage (application): Blue Ocean Strategy Tools
 
 
 

How to Find Good Product Ideas? List of 10 ApproachesSign up

In his book “Product Leadership: Creating and L...
Usage (application): Discovering New-Product Ideas, Creative Approaches
 
 
 

Blue Ocean Strategy Tools, Frameworks and MethodologiesSign up

Summaries of 12 Blue Ocean Strategy tools by Kim &...
Usage (application): Summaries of all BOS Tools
 
 
 

Innovation PitfallsSign up

Harvard Professor R. Moss Kanter describes 4 commo...
Usage (application): Avoiding Innovation Traps
 
 
 

The Value Creation Logic TypesSign up

Based on Stabell and Fjeldstad’s value creation lo...
Usage (application): Discovering Blue Oceans
 
 
 

Recent Innovation Trends | New Innovation TypesSign up

Roland Bel (2012) outlines and explains four types...
Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
 
 
 

How to Detect Consumer Needs that are Unmet?Sign up

In their article New Business Models in Emerging M...
Usage (application): Product Innovation, New Product Development, Innovation Strategy
 
 
 

How to Find or Create A Blue Ocean?Sign up

In their book: Blue Ocean Strategy: How to Create ...
Usage (application): Approaches to Reconstruct Market Boundaries
 
 
 

Pitfalls and Obstacles in Product Development StrategySign up

Although product development can be an important g...
Usage (application): Product Development, Product Portfolio Management
 
 
 

A Closer Look Into Customer ValueSign up

It is often argued that customer value is required...
Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy
 
 
 

How to Determine the Right PRICING?Sign up

One major part of the Blue Ocean Strategy is the S...
Usage (application): Steps to Strategic Pricing
 
 
 

Value Innovation Strategy Best PracticesSign up

The fundamentals of the "Blue Ocean" concept can b...
Usage (application): Understanding the Fundamentals of Blue Ocean Strategy
 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?Sign up

Strategy is always related with risk, due to marke...
Usage (application): How to Be Innovative
 
 
 

How Can Incumbents Respond to Disruptors?Sign up

In recent years, the challenges to incumbent major...
Usage (application): 5 Strategic Options in Reaction to Disruptors
 
 
 

Innovating by Reconsidering Value DeliverySign up

When innovating their business model, companies ne...
Usage (application): Fundamental Innovation
 
 
 

Classes of Innovation | Sources of InnovationSign up

TWO CLASSES OF INNOVATION
Innovation can be t...
Usage (application): Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
 
 
 

In Which Direction Should we Grow our Portfolio?Sign up

According to Professor Aneel G. Karnani in 'Master...
Usage (application): Portfolio Strategy, Innovation Strategy
 
 
 

How to Design Experiments to Support Decision-making on Strategic InnovationsSign up

The probability of success of a major innovatio...
Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
 
 
 

How to Lead an Innovation TeamSign up

In order to become a great innovation team leader,...
Usage (application): Best Practices, Innovation Team Management
 
 
 

What Makes a Company Innovative?Sign up

A futurethink 2006 Innovation Tracker Survey menti...
Usage (application): Innovation Best Practices, R&D Best Practices, Corporate Innovation
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive InnovationsSign up

Christensen explains why many firms, especially la...
Usage (application): Innovation Management
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle PrototypingSign up

Today, organizations are increasingly developing a...
Usage (application): Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
 
 
 

Entrepreneurial Strategies in Emerging MarketsSign up

Chanvatipsakul and Wongsurawat (2013) examined the...
Usage (application): Emergent Strategy, Entrepreneurship, Strategic Innovation
 
 

Resources - Blue Ocean Strategy Premium

Introduction to BOSSign up

Comprehensive presentation introducing BOS. Topics...
Usage (application): Comprehensive Presentation Introducing BOS
 

Conversation with Chan Kim and MauborgneSign up

Interview with W. Chan Kim and Renee Mauborgne. 10...
Usage (application): Interview
 

Co-opetition, PARTS and Changing the Strategic GameSign up

Comprehensive presentation about the concept of co...
Usage (application): Business Strategy, Innovation Strategy
 

First Introduction to Blue Ocean StrategySign up

Short visual introduction of the 2 types of strate...
Usage (application): Understanding the Definitions of Blue and Red Ocean Strategy
 

Techniques for Entrepreneurial ThinkingSign up

This presentation elaborates on the different type...
Usage (application): Entrepreneurship, Critical Thinking, Creative Thinking, Lateral Thinking, Entrepreneurial Thinking
 

Reinventing your Business ModelSign up

A presentation that clearly explains the concept o...
Usage (application): Business Model Change, Strategic Innovation
 

The Importance of NoncustomersSign up

Even the biggest enterprises (other than a governm...
Usage (application): Market Research, Customer Strategy, Innovation Strategy, Customer Survey Pitfalls
 

Blue Ocean Theory Success StoriesSign up

In world’s business today many companies are swim...
Usage (application): Short Introduction and Success Stories of BOS
 

Blue and Red Ocean Strategy DiagramSign up

Download and edit this 12manage PowerPoint graphic...
Usage (application): Strategic Innovation
 
 

News about Blue StrategySign up


     
 

News about Red StrategySign up


     
 

Videos about Blue StrategySign up


     
 

Videos about Red StrategySign up


     
 

Presentations about Blue StrategySign up


     
 

Presentations about Red StrategySign up


     
 

Books about Blue StrategySign up


     
 

Books about Red StrategySign up


     
 

More about Blue StrategySign up


     
 

More about Red StrategySign up


     

Compare with Blue Ocean Strategy:  Business Process Reengineering  |  Product/Market Grid  |  Core Competence  |  BCG Matrix  |  McKinsey Matrix  |  Resource-Based View  |  Disruptive Innovation  |  Forget Borrow Learn  |  Rule of Three  |  Strategic Types


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