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Schaffen eines unbestrittenen Marktplatzes. Erklärung der Blaue Ozeane-Strategie von W. Chan Kim und Renée Mauborgne. ('04)

Was ist Blaue Ozeane-Strategie? Beschreibung

Anstatt innerhalb der Grenzen der vorhandenen Industrie zu konkurrieren oder Kunden von Rivalen zu stehlen (Bloody oder Red Ocean), schlagen W. Chan Kim und Renée Mauborgne Blaue Ozeane-Strategie vor: entwickeln unbestrittener Markplätze, die die Konkurrenz irrelevant machen.

Laut Kim und Mauborgne in der HBR von Oktober 2004 ist das Konkurrieren in überfüllten Industrien kein Weg, um eine hohe Performance aufrechtzuerhalten. Die reale Möglichkeit ist: Blue Oceans des unbestrittenen Marktplatzes zu schaffen.

Wettbewerbsvorteilkritik

Selbstverständlich ist Konkurrenz wichtig. Da sie sich aber nur auf den Wettbewerb und auf Wettbewerbsvorteile fokussieren, vergessen Professoren, Unternehmen und Berater, nach Ansicht von Kim und Mauborgne, zwei sehr wichtige - und deutlich lukrativere - Aspekte der Strategie:

• Blue oceans zu finden und zu entwickeln, und
• Blue oceans auszunutzen und zu schützen. Diese Herausforderungen sind zu denen sehr unterschiedlich, denen Strategen die meiste Aufmerksamkeit gewidmet haben.

In Blue oceans wird Nachfrage geschaffen, anstatt darüber gekämpft. Es gibt reichlich Möglichkeiten für Wachstum, das rentabel und schnell ist.

Zwei Möglichkeiten, blue oceans zu schaffen

1. Eine ist, vollständig neue Industrien einzuführen, wie eBay mit Online-Auktionen.
2. Es ist üblicher für einen Blue Ocean aus einem Red Ocean heraus geschaffen zu werden, wenn eine Firma die Grenzen einer vorhandenen Industrie erweitert.

Zweifellos verdienen Kim und Mauborgne Kredit für das erwähnen des Punktes der Überfokussierung auf Wettbewerbsvorteil und auch für ihre schöne Metapher der zwei Arten von Ozeanen.

Buch: W. Chan Kim, Renée Mauborgne - Blaue Ozeane-Strategie -

Blaue Ozeane-Strategie-Forum   How to Start with Blue Ocean Strategy? I am in the process of starting up a company. I was advised to use Blue Ocean strategy but there is a lot of information... How do I start developing the company with the Blue Ocean strategy?...           Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while great ideas, do not fit with where the organisation is prepared to go. For example, due to its exploration of non-customer insigh...           Blue Ocean Strategy - Three Tiers of Noncustomers There are three tiers of non-customers that can be transformed into customers. They differ in their relative distance from your market: 1. Non-customers that are closest to your market. They sit on the edge of the market. They are buyers who min...           Blue Ocean Strategy: Buyer Utility Map In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers: 1. Productivity 2. Simplicity 3. Risk 4. Fun/image 5. Convenience 6. Environmental friendliness These 6 can be pulled i...           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 various stages of buying-owning-disposing of a product or service. There are six stages of buyer experience: 1. Purchase 2...           Blue Ocean Strategic Sequencing for Delta Airlines The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Blue Ocean Strategy correct. The sequence has four steps which are utility, price, cost, and adoption. The company that I have been studying is Delta Ai...           eBay's Blue Ocean Strategy Strategic Sequence eBay operates in a Blue Ocean today due to their ability to capitalize on their first mover advantage and immense popularity. The BOS sequencing for eBay is: - Buyer utility: eBay innovated a ...           Blue Ocean Strategy Sequence L.L. Bean The four steps of strategic sequencing for L.L. Bean's Blue Ocean Strategy (BOS) begin with buyer utility and the six stages of the buyer experience. (Kim & Mauborgne, 2005, P. 121). When I analyzed the bu...           The Blue Ocean Strategy (BOS) Sequence of Citibank This week in a college class I am attending, we are looking at the sequence of the Blue Ocean Strategy. And more specifically, I have been researching Citibank. Today, I would like to examine Citibank and evaluate the sequence in accordance wit...           Blue Ocean Strategic Sequence for Barnes and Noble Barnes and Noble while it is not presently in a Blue Ocean environment it is certainly a company that has a history of pursuing such environments and appears to be following the same procedures to achieve Blue Ocean strategy success yet again. In the...           Blue Ocean Strategic Sequence for Blockbuster The BOS sequencing for Blockbuster is as follows: - Buyer utility. They created buyer utility by offering convenience and affordability with their new online renting business model. They took away the hassle of having to drive to the store and c...           Blue Ocean Strategic Sequence for Oreck Direct Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household cleaning supplies since the 1970s to consumers. They sell these products through storefronts, retailers, infomercials, and websites. A sm...           Blue Ocean Strategic Sequence for Amazon.com To create a Blue Ocean Strategy company there has to be Strategic Sequencing. The components of BOS strategic sequencing are: buyer utility, price, cost, and adoption, in this order. It is...           Blue Ocean Sequencing - Bank of America As described by Kim and Mauborgne (2005) there are four principles that make up the Blue Ocean strategy: buyer utility, price, cost and adoption. To push Bank of America into a Blue Ocean, I propose they create an application for their customers that...           Blue Ocean Strategy of Google First it was IBM, then Microsoft and now Google. How Google made it to the top ? Adopting BOS ? Google is a wonderful company revolutionizing information technology. The success of the networking company relies on Google's adoption of Blue Oc...           Blue Ocean Strategy Sequencing for Blockbuster BLOCKBUSTER is an american-based provider of home video and video game rental services. - Buyer utility: Blockbuster already offers different videos, but it could unlock exceptional utility if it also offered a wider range of subscription online...           Blue Ocean Strategic Sequencing - Exxon Mobil I’m completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue Ocean sequencing. Buyer utility: being an oil and natural gas producer, an alternative energy source is the path most apparent. Focus needs to be ...           Blue Ocean Strategic Sequencing - Dell I have been researching dell for the past several weeks in my business class and we are currently looking at the Blue Ocean strategy. I was asked to describe my sequencing of Dell and this is what I have come up with. I would appreciate any feedback,...         Zeige 36 weitere Themen Starten Sie ein neues Thema

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Best Practices - Blaue Ozeane-Strategie Premium   'Purple' Ocean Strategy If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of untapped opportunity, are there also "PURPLE" - less competitive - oceans in between? And do you always have to make your way th...           Why is it called 'Blue' Ocean Strategy? I would like to know meaning of 'blue' and its meaning when we refer to Blue Ocean startegy. Why it is called blue and not yellow, purple or white?...           Blue Ocean Strategy Disadvantages While most of the participants in this forum are quick to point out the first mover advantage that a BOS creator gets, we need to be aware of the cost in case the strategy flops. Given today...           Blue, Green or Even Violet Ocean Strategies I think ROS and BOS are parts of a process that all active companies will pass. In fact they are inevitable events during organizations' perfection. Only a creative company can enter BOS. A dynamic system not only needs Blue Oceans but also need...           Blue Ocean Strategy in Small Companies For most small businesses in the current environment, staying alive is a major issue! Simply paying the bills tends to drive one towards the ROS concepts. The smaller companies have little spare capacity in people to conside...           Differences in BOS / ROS Cultures I have discovered over the last five years that in Red Ocean Strategies (ROS) people compete to maintain a competitive edge over the rival companies, organizations or individuals through a number of unprofessional practices driven by a cult...           What is a Strategic Sequence? According to Kim and Mauborgne (2005) a BOS will only work if it’s formulated in the right strategic sequence. Without fulfilling one of these, the plan will fail. The sequence laid out by the authors is Buyer Utility, Price, Cost, and Adoption: ...           Can a Blue Ocean Eventually Turn Into a Red Ocean? When a company creates a blue ocean by foreseeing an opportunity, there is always a chance of other companies entering the same segment by sensing the opportunity already created. Thus, can we say that a BOS eventually changes into a ROS?...           Six Paths to Moving from Red to Blue Ocean I am seeking feedback on my class project. I am trying to move a red ocean company to a Blue Ocean company. I am working with the world famous Pike Place Fish Market in the fish and seafood industry. The fish market will need to follow the ...           Creating a New Mental Category Blue ocean strategies are basically about creating a new mental category or a frame of reference. For example, Red Bull created a new category called "energy drinks" within the existing "beverage" category. Hence, Blue Ocean strategies are played ...           Porter Model vs Blue Ocean Strategy Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean strategy?...           Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends on the leadership of ...           BOS: more of the same Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Trout and the ancient concept of strategy from Sun Tzu. There is not anything new with this theory. It is just a nice catching title,...           How to Avoid Imitation of Blue Ocean Strategy? After creating a new market/industry, how can competitors be restricted to imitate the same. Is a complete overlook by the competition possible ?...

Expert Tips (ENG) - Blue Ocean Strategy Premium   Diagnostic Framework for Building a Blue Ocean Strategy Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is both a diagnostic and an act... Usage (application): Blue Ocean Strategy Formation       Challenging the Existing Strategic Logic A great BOS-tool Kim and Mauborgne described is the "Four Actions Framework". This Four Actions Framework can be used to challenge the existing... Usage (application): Blue Ocean Strategy Tools       How to Find Good Product Ideas? List of 10 Approaches In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten ways to great new-product ... Usage (application): Discovering New-Product Ideas, Creative Approaches       Blue Ocean Strategy Tools, Frameworks and Methodologies Summaries of 12 Blue Ocean Strategy tools by Kim & Mauborgne: 1. PMS Map – Pioneer-Migrator-Settler Map. A key tool in the Blue Ocean Str... Usage (application): Summaries of all BOS Tools       Innovation Pitfalls Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. STRATEGY MISTAKES - Seeking... Usage (application): Avoiding Innovation Traps       The Value Creation Logic Types Based on Stabell and Fjeldstad’s value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a unique methodology for discovering... Usage (application): Discovering Blue Oceans       Recent Innovation Trends | New Innovation Types Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno... Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation       How to Detect Consumer Needs that are Unmet? In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. Eyring, Mark W. Johnson, and Ha... Usage (application): Product Innovation, New Product Development, Innovation Strategy       How to Find or Create A Blue Ocean? In their book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Kim and Mauborgne present the Six P... Usage (application): Approaches to Reconstruct Market Boundaries       Pitfalls and Obstacles in Product Development Strategy Although product development can be an important growth strategy, it is necessary to keep in mind that several factors tend to hinder this strategy: Usage (application): Product Development, Product Portfolio Management       A Closer Look Into Customer Value It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr... Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy       How to Determine the Right PRICING? One major part of the Blue Ocean Strategy is the Strategic Pricing. To help managers find the right price for a product/service, Kim and Mauborgne hav... Usage (application): Steps to Strategic Pricing       Value Innovation Strategy Best Practices The fundamentals of the "Blue Ocean" concept can be found in an earlier HBR artice by W. C. Kim and R. Mauborgne (1997) called "Value Innovation". It ... Usage (application): Understanding the Fundamentals of Blue Ocean Strategy       How to Think Differently in Blue Ocean Strategy and Innovation? Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So innovate thinking is a must... Usage (application): How to Be Innovative       How Can Incumbents Respond to Disruptors? In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and from dotcoms (e.g. British Airwa... Usage (application): 5 Strategic Options in Reaction to Disruptors       Innovating by Reconsidering Value Delivery When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of the perspectives is how compa... Usage (application): Fundamental Innovation       Classes of Innovation | Sources of Innovation TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes: KNOWLEDGE PUSH: Innovation triggered... Usage (application): Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy       In Which Direction Should we Grow our Portfolio? According to Professor Aneel G. Karnani in 'Mastering Strategy', there's no standard way to gain market value for all businesses. An answer that works... Usage (application): Portfolio Strategy, Innovation Strategy       How to Design Experiments to Support Decision-making on Strategic Innovations The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha... Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes       How to Lead an Innovation Team In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strategy+business, Autumn 2008, Issu... Usage (application): Best Practices, Innovation Team Management       What Makes a Company Innovative? A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovation - Creative think... Usage (application): Innovation Best Practices, R&D Best Practices, Corporate Innovation       Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dealing with external disruptive ... Usage (application): Innovation Management       Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the complexity of the design proce... Usage (application): Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation       Entrepreneurial Strategies in Emerging Markets Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerging markets while big companies with more resource... Usage (application): Emergent Strategy, Entrepreneurship, Strategic Innovation

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