Blaue Ozeane-Strategie

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


Blaue Ozeane-Strategie red ocean

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 Fachgruppe


Fachgruppe (25 Mitglieder)


Blaue Ozeane-Strategie-Forum  

In der Forumsektion finden Sie aktuelle Diskussionen in diesem Wissensbereich.


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  eBay's Blue Ocean Strategy Strategic Sequence (8 Reaktionen)
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  Blue Ocean Strategy - Buyer Experience Cycle (1 Reaktionen)
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  Blue Ocean Strategy: Buyer Utility Map (1 Reaktionen)
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  BP Moving From Red Ocean to Blue Ocean (3 Reaktionen)
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  Blue Ocean Strategy versus RBV and MBV (0 Reaktionen)
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  Blue Ocean Strategic Sequencing - Best Buy (2 Reaktionen)
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  Blue Ocean Strategic Sequencing for US Airways? (1 Reaktionen)
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  Blue Ocean Sequencing - Bank of America (0 Reaktionen)
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  2 Wheeler Market in India in Mid 80s (0 Reaktionen)
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  Blue Ocean Strategy - Three Tiers of Noncustomers (0 Reaktionen)
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  Blue Ocean Strategic Sequence for Blockbuster (0 Reaktionen)
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  Blue Ocean Strategic Sequence for Amazon.com (1 Reaktionen)
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  Blue Ocean Strategic Sequencing - Dell (3 Reaktionen)
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  Wal-Mart Strategic Sequence (2 Reaktionen)
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  Best Buy - Blue Ocean Strategy Proposal (1 Reaktionen)
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  First Mover Advantage / Price Maker in BOS (0 Reaktionen)
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  Blue Ocean Strategic Sequencing - Exxon Mobil (1 Reaktionen)
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  Blue Ocean Strategic Sequencing - Boeing (0 Reaktionen)
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Best Practices - Blaue Ozeane-Strategie

In der Best Practices Sektion finden Sie die besten Forumsdiskussionen in diesem Wissensbereich.


  Visionary Leadership and Blue Ocean Strategy (43 Reaktionen)
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  How to Avoid Imitation of Blue Ocean Strategy? (5 Reaktionen)
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  BOS = Niche Market Strategy (4 Reaktionen)
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  Why is it called 'Blue' Ocean Strategy? (9 Reaktionen)
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  Creating a New Mental Category (25 Reaktionen)
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  Blue Ocean Strategy in Small Companies (11 Reaktionen)
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  Six Paths to Moving from Red to Blue Ocean (3 Reaktionen)
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  The Context Determines BOS or ROS (3 Reaktionen)
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  This Isn't Strategy? (2 Reaktionen)
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  BOS in Less Developed Countries (1 Reaktionen)
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  Blue Ocean Strategy for UPS (1 Reaktionen)
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  Navy Federal Credit Union (1 Reaktionen)
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  Not Properly Contested Markets (0 Reaktionen)
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  Blue Ocean Strategic Sequencing - Amtrak (0 Reaktionen)
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Expert Tips (ENG) - Blue Ocean Strategy

In der expert tips Sektion finden Sie Ratschläge von Experten in diesem Wissensbereich.


 

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