Blaue Ozeane-Strategie

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

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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.


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