Blue Ocean Strategy

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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 Special Interest Group


Special Interest Group (934 members)

Forum about Blue Ocean Strategy  

The most recent topics about: Blue Ocean Strategy.


Filtering Blue Ocean Ideas: Strategic Overlays
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🔥 NEW Validated Instrument for Measuring Blue Ocean Strategy
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How to Start with Blue Ocean Strategy?
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Best Practices about Blue Ocean Strategy

Here you will find the most valuable ideas and practical suggestions.


🥇 Visionary Leadership and Blue Ocean Strategy
I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is (...)
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🥈 Blue, Green or Even Violet Ocean Strategies
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🥉 What is a Strategic Sequence?
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Using Blue Ocean Strategy Inside Companies
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Blue Ocean Strategy Disadvantages
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What is a Pioneer-Migrator-Settler Map (PMS Map)?
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BOS = Niche Market Strategy
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How to Avoid Imitation of Blue Ocean Strategy?
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Differences in BOS / ROS Cultures
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Why is it called 'Blue' Ocean Strategy?
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Creating a New Mental Category
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Blue Ocean Strategy in Small Companies
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Six Paths to Moving from Red to Blue Ocean
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Porter Model vs Blue Ocean Strategy
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BOS: more of the same
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What is the Four Action Framework?
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What are Execution Hurdles in Blue Ocean Strategy?
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Can a Blue Ocean Eventually Turn Into a Red Ocean?
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'Purple' Ocean Strategy
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Blue Ocean Strategy - Three Tiers of Noncustomers
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Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a buyer has in the va (...)
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Blue Ocean Strategy: Buyer Utility Levers
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The Context Determines BOS or ROS
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Blue Ocean Strategic Sequencing - Apple
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This Isn't Strategy?
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The Importance of Innovating
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Define the Gap in the Market
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Blue Ocean Strategy of Google
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Not Properly Contested Markets
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Navy Federal Credit Union
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Blue Ocean Strategy for UPS
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BOS in Less Developed Countries
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Blue Ocean Strategy Sequence L.L. Bean
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Blue Ocean Strategic Sequencing - Amtrak
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Blue Ocean is Economics Failure
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Blue Ocean Strategy Sequencing for Blockbuster
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Blue Ocean Strategy Research
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Verizon Communications Strategic Sequencing
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Blue Ocean Strategic Sequencing for US Airways?
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Nintendo's Wii BOS Strategic Sequence
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Blue Ocean Strategy versus RBV and MBV
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Blue Ocean Strategic Sequencing for Delta Airlines
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Papa Murphy's Strategic Sequence
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BOS and ROS are Both Supplier Centric
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Nestle Blue Ocean Strategy Sequencing
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Blue Ocean Strategic Sequence for Barnes and Noble
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Blue Ocean Strategic Sequence for Amazon.com
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Blue Ocean Strategic Sequencing on Disney
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Best Buy - Blue Ocean Strategy Proposal
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Getting the Strategic Sequence Right for Verizon Wireless Droid Pro
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The Blue Ocean Strategy (BOS) Sequence of Citibank
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Sony Playstation in Medical Field
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CSR Part of Blue Ocean Strategy
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Blue Ocean Strategic Sequencing - Exxon Mobil
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Blue Ocean Strategic Sequence for Blockbuster
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First Mover Advantage / Price Maker in BOS
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Blue Ocean Strategy Success Example in India
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Strategic Sequencing Education Industry for Adults
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Six Paths Framework for Property Management Companies
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eBay's Blue Ocean Strategy Strategic Sequence
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Blue Ocean Strategic Sequence for Oreck Direct
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Blue Ocean Sequencing - Bank of America
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BP Moving From Red Ocean to Blue Ocean
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Blue Ocean Strategic Sequencing in Office Furniture
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Blue Ocean Strategic Sequencing - Best Buy
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Wal-Mart Strategic Sequence
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Blue Ocean Strategic Sequencing - Dell
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Expert Tips about Blue Ocean Strategy

Here you will find professional advices by experts.


Diagnostic Framework for Building a Blue Ocean Strategy

Blue Ocean Strategy Formation (...)
   
 
 
 

Challenging the Existing Strategic Logic

Blue Ocean Strategy Tools (...)
   
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

Discovering New-Product Ideas, Creative Approaches (...)
   
 
 
 

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools (...)
   
 
 
 

Innovation Pitfalls

Avoiding Innovation Traps (...)
   
 
 
 

The Value Creation Logic Types

Discovering Blue Oceans (...)
   
 
 
 

How to Find or Create A Blue Ocean?

Approaches to Reconstruct Market Boundaries (...)
   
 
 
 

Recent Innovation Trends | New Innovation Types

Open innovation, User Innovation, Value Innovation, Bottom-up Innovation (...)
   
 
 
 

How to Detect Consumer Needs that are Unmet?

Product Innovation, New Product Development, Innovation Strategy (...)
   
 
 
 

Pitfalls and Obstacles in Product Development Strategy

Product Development, Product Portfolio Management (...)
   
 
 
 

Value Innovation Strategy Best Practices

Understanding the Fundamentals of Blue Ocean Strategy (...)
   
 
 
 

A Closer Look Into Customer Value

Customer Value Analysis, Strategic Marketing, Innovation Strategy (...)
   
 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?

How to Be Innovative (...)
   
 
 
 

How to Determine the Right PRICING?

Steps to Strategic Pricing (...)
   
 
 
 

How Can Incumbents Respond to Disruptors?

5 Strategic Options in Reaction to Disruptors (...)
   
 
 
 

How to Lead an Innovation Team

Best Practices, Innovation Team Management (...)
   
 
 
 

In Which Direction Should we Grow our Portfolio?

Portfolio Strategy, Innovation Strategy (...)
   
 
 
 

Innovating by Reconsidering Value Delivery

Fundamental Innovation (...)
   
 
 
 

Classes of Innovation | Sources of Innovation

Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy (...)
   
 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes (...)
   
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Innovation Management (...)
   
 
 
 

What Makes a Company Innovative?

Innovation Best Practices, R&D Best Practices, Corporate Innovation (...)
   
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation (...)
   
 
 
 

Entrepreneurial Strategies in Emerging Markets

Emergent Strategy, Entrepreneurship, Strategic Innovation (...)
   
 
 
 
Information Sources about Blue Ocean Strategy

Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Introduction to BOS

Comprehensive Presentation Introducing BOS (...)
 
 
 
 

Conversation with Chan Kim and Mauborgne

Interview (...)
 
 
 
 

Co-opetition, PARTS and Changing the Strategic Game

Business Strategy, Innovation Strategy (...)
 
 
 
 

First Introduction to Blue Ocean Strategy

Understanding the Definitions of Blue and Red Ocean Strategy (...)
 
 
 
 

Techniques for Entrepreneurial Thinking

Entrepreneurship, Critical Thinking, Creative Thinking, Lateral Thinking, Entrepreneurial Thinking (...)
 
 
 
 

Reinventing your Business Model

Business Model Change, Strategic Innovation (...)
 
 
 
 

Blue Ocean Theory Success Stories

Short Introduction and Success Stories of BOS (...)
 
 
 
 

Blue and Red Ocean Strategy Diagram

Strategic Innovation (...)
 
 
 
 

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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