Blaue Ozeane-Strategie

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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 Fachgruppe Fachgruppe (25 Mitglieder)

Blaue Ozeane-Strategie-Forum   Aktuelle Themen   '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 a...           The Context Determines BOS or ROS A good strategy is a winning strategy. So in some circumstances we need to use BOS and in some other ROS fits better. The context makes the choice<...           Blue Ocean Strategic Sequencing - Apple I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new products: first iMac, then iPods...           This Isn't Strategy? This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It could be a question for...           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 inf...           Define the Gap in the Market Launching new company (for example in medical equipment) with a me-too kind of product is always having a traction into the ROS (red ocean strategy), ...           The Importance of Innovating This model is useful because it makes managers think about breaking the rules of competition. Aristoteles said: "You can't change the wind, you c...           BOS in Less Developed Countries Kim & Mauborgne: create uncontested market space and make the competition irrelevant. In the market place in less developed countries there are i...           Blue Ocean Strategy for UPS UPS currently operates world wide and is at the forefront with electronic shipping technologies and a massive fleet of transportation to support busin...           Navy Federal Credit Union I am seeking to identify ways in which Navy Federal Credit Union (NFCU) can convert and break away from the competition. I would be interested in your...           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...           Not Properly Contested Markets Some markets are not properly contested, can such a situation be considered as a blue ocean?...           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. ...           Blue Ocean is Economics Failure In my opinion, the idea of a Blue Ocean hurts the basic principles of economics which results in all economic profits tending to zero. Whenever...           Blue Ocean Strategic Sequencing - Amtrak To get Amtrak to a blue ocean, I propose to make it a more family-friendly product with a kids’ car (similar to Disney’s kids’ activities on th...           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 vid...           Blue Ocean Strategy Research I am a Phd Student and would like to do a research in Blue Ocean Strategy. Any research model can you suggest....           Getting the Strategic Sequence Right for Verizon Wireless Droid Pro Verizon wireless has come out with a new phone called the droid pro. The sequence of Blue Ocean strategy consists of: the buyer utility, price, cost, ...           BOS and ROS are Both Supplier Centric In both ROS and BOS the focus is on the supplier and on competition with other supplier(s). Both try to outdo the competition by studying compe...           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 s...           Nestle Blue Ocean Strategy Sequencing Nestle's Blue Ocean Strategy Sequence Greetings to the group. For an assignment I described a Blue Ocean strategy sequence for Nestle. Ple...           Blue Ocean Strategic Sequencing on Disney For school, I have to devise a blue ocean strategy for a specific business and industry (and post it in a user group such as this one_- I also need yo...           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 develo...           Papa Murphy's Strategic Sequence Papa Murphy’s strategic sequence: - Buyer Utility - as a retailer of take n bake pizzas, Papa Murphy’s provides an alternative to industry offeri...           Strategic Sequencing Education Industry for Adults There needs to be significant changes in the way education is delivered to adult learners. A new company could use this strategy. Buyer utility:...           CSR Part of Blue Ocean Strategy Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent research concluded that most of people pref...           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...           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-...           Sony Playstation in Medical Field Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. I choose Sony Playstation. Although Sony Playstati...           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           Six Paths Framework for Property Management Companies For the property management industry, one of the major issues that keep companies in the red ocean is simply trying to be better than the competition....           BP Moving From Red Ocean to Blue Ocean BP have much to do to move from red ocean to blue ocean. They must figure out a way to redeem themselves to please the millions of unhappy customer...           Blue Ocean Strategy versus RBV and MBV Hi everybody, I need to understand where Blue Ocean Strategy fits in the debate between the major strategy approaches (e.g. Market-based view (           Blue Ocean Strategic Sequencing - Best Buy Buyer utility. For Best Buy, I see the most compelling reason the mass of people flock there is because of the vast products and product experi...           Verizon Communications Strategic Sequencing Verizon communications Strategic Sequence: - Buyer utility-mobile devices unlock exceptio...           Nintendo's Wii BOS Strategic Sequence Get the Strategic Sequence right," is an important part of the Blue Ocean strategy. Buyer util...           Blue Ocean Strategic Sequencing in Office Furniture I am working on a Blue Ocean strategy for a course I am taking, and am hoping to get a bit of input on what I have developed for its sequencing. ...           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<...           Blue Ocean Strategic Sequencing for US Airways? US Airways is in in a red ocean, they must determine there their 3 tiers of consumers. For them to work toward a Blue Ocean they need to think of non ...           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 p...           2 Wheeler Market in India in Mid 80s Another example of huge success of blue ocean strategy is 2 wheeler market in India in mid eighties. Upto mid eighties two wheeler market was dom...           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-cu...           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...           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 ...           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 thei...           Blue Ocean Strategic Sequence for Amazon.com To create a Blue Ocean Strategy company there has to be Strategic Sequencing. The components o...           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 d...           Wal-Mart Strategic Sequence Based on the BOS sequence, Wal-Mart (branded as Walmart since 2008) is clearly in a blue ocean: The buyer utility is obvious, peddl...           Best Buy - Blue Ocean Strategy Proposal I’ve chosen Best Buy to form a Blue Ocean strategy. The idea is to offer music lessons and basic computer courses to accompany the products the...           First Mover Advantage / Price Maker in BOS As soon as an organisation identified a new sector/industry as a part of BOS, they will get the First...           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 ...           Blue Ocean Strategic Sequencing - Boeing Buyer utility: Boeing has a buyer utility that reaches a smaller amount of the populace, aircraft companies. That being said, there are plenty of opti...

Best Practices - Blaue Ozeane-Strategie   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, and how far ahead the...           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. O...           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 pl...           Using Blue Ocean Strategy Inside Companies Many people think BOS is only applicable for creating new markets, outside a company. Though, the Blue Ocean concept can also be applied while working...           Blue Ocean Strategy Disadvantages While most of the participants in this forum are quick to point out the first mover advantage tha...           What is a Pioneer-Migrator-Settler Map (PMS Map)? In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler Map? I read it is a key tool in the Blue Ocean Strategy process that involves plotting each...           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 comp...           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 ?...           BOS = Niche Market Strategy Is BOS not just another phrase for a niche market strategy? They share the common feature of a 'lone pl...           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?...           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 ...           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...           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...           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 ...           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?...           What is the Four Action Framework? I am looking for more information on the 4 action framework. I found that it's a key tool in the Blue Ocean Strategy process made up of the four strat...           What are Execution Hurdles in Blue Ocean Strategy? Stumbling on the web I found there are 4 execution hurdles in Blue Ocean Strategy: 1. Cognitive 2. Motivation 3. Resource 4. Polit...           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...

Expert Tips (ENG) - Blue Ocean Strategy   Diagnostic Framework for Building a Blue Ocean Strategy Blue Ocean Strategy Formation Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The ...       Challenging the Existing Strategic Logic Blue Ocean Strategy Tools A great BOS-tool Kim and Mauborgne described is the "Four Actions Framework". This Four Actio...       How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper...       Blue Ocean Strategy Tools, Frameworks and Methodologies Summaries of all BOS Tools Summaries of 12 Blue Ocean Strategy tools by Kim & Mauborgne: 1. PMS Map – Pioneer-Migra...       Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (...       The Value Creation Logic Types Discovering Blue Oceans Based on Stabell and Fjeldstad’s value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan ar...       How to Find or Create A Blue Ocean? Approaches to Reconstruct Market Boundaries In their book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition ...       Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation Roland Bel (2012) outlines and explains four types of innovations that have become more and more imp...       How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February...       Pitfalls and Obstacles in Product Development Strategy Product Development, Product Portfolio Management Although product development can be an important growth strategy, it is necessary to keep in mind th...       Value Innovation Strategy Best Practices Understanding the Fundamentals of Blue Ocean Strategy The fundamentals of the "Blue Ocean" concept can be found in an earlier HBR artice by W. C. Kim and ...       A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy It is often argued that customer value is required for staying competitive and successful as organiz...       How to Think Differently in Blue Ocean Strategy and Innovation? How to Be Innovative Strategy is always related with risk, due to market volatility. Also today´s volatility is increasin...       How to Determine the Right PRICING? Steps to Strategic Pricing One major part of the Blue Ocean Strategy is the Strategic Pricing. To help managers find the right ...       How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors In recent years, the challenges to incumbent majors across industries have come mainly from low-cos...       How to Lead an Innovation Team Best Practices, Innovation Team Management In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovat...       In Which Direction Should we Grow our Portfolio? Portfolio Strategy, Innovation Strategy According to Professor Aneel G. Karnani in 'Mastering Strategy', there's no standard way to gain mar...       Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all ...       Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes:       How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes The probability of success of a major innovation is difficult to assess. Statistics and other...       Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management Christensen explains why many firms, especially large firms, have trouble with adapting and thus wit...       What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that cont...       Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation Today, organizations are increasingly developing and designing new and complex products or systems. ...       Entrepreneurial Strategies in Emerging Markets Emergent Strategy, Entrepreneurship, Strategic Innovation Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerg...

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