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-Forum   How to Start with Blue Ocean Strategy? I am in the process of starting up a company. I wa...           Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organis...           Blue Ocean Strategy - Three Tiers of Noncustomers There are three tiers of non-customers that can be...           Blue Ocean Strategy: Buyer Utility Map In Blue Ocean Strategy, the Buyer Utility Map is a...           Blue Ocean Strategy - Buyer Experience Cycle In Blue Ocean Strategy there is a tool called Buye...           Blue Ocean Strategic Sequencing for Delta Airlines The fourth principle of the Blue Ocean Marketing S...           eBay's Blue Ocean Strategy Strategic Sequence eBay operates in a Blue Ocean today due to their a...           Blue Ocean Strategy Sequence L.L. Bean The four steps of strategic sequencing for L.L. Be...           The Blue Ocean Strategy (BOS) Sequence of Citibank This week in a college class I am attending, we ar...           Blue Ocean Strategic Sequence for Barnes and Noble Barnes and Noble while it is not presently in a Bl...           Blue Ocean Strategic Sequence for Blockbuster The BOS sequencing for Blockbuster is as follows:<...           Blue Ocean Strategic Sequence for Oreck Direct Oreck direct has been providing home cleaning prod...           Blue Ocean Strategic Sequence for Amazon.com To create a Blue Ocean Strategy company there has ...           Blue Ocean Sequencing - Bank of America As described by Kim and Mauborgne (2005) there are...           Blue Ocean Strategy of Google First it was IBM, then Microsoft and now Google. H...           Blue Ocean Strategy Sequencing for Blockbuster BLOCKBUSTER is an american-based provider of home ...           Blue Ocean Strategic Sequencing - Exxon Mobil I’m completing a college assignment and request fe...           Blue Ocean Strategic Sequencing - Dell I have been researching dell for the past several ...         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,...           Why is it called 'Blue' Ocean Strategy? I would like to know meaning of 'blue' and its mea...           Blue Ocean Strategy Disadvantages While most of the participants in this forum are q...           Blue, Green or Even Violet Ocean Strategies I think ROS and BOS are parts of a process that al...           Blue Ocean Strategy in Small Companies For most small businesses in the current environme...           Differences in BOS / ROS Cultures I have discovered over the last five years that in...           What is a Strategic Sequence? According to Kim and Mauborgne (2005) a BOS will o...           Can a Blue Ocean Eventually Turn Into a Red Ocean? When a company creates a blue ocean by foreseeing ...           Six Paths to Moving from Red to Blue Ocean I am seeking feedback on my class project. I am tr...           Creating a New Mental Category Blue ocean strategies are basically about creating...           Porter Model vs Blue Ocean Strategy Does anyone know about the differences between Por...           Visionary Leadership and Blue Ocean Strategy           BOS: more of the same Blue Ocean Strategy is just more of the same old s...           How to Avoid Imitation of Blue Ocean Strategy? After creating a new market/industry, how can comp...

Expert Tips (ENG) - Blue Ocean Strategy Premium   Diagnostic Framework for Building a Blue Ocean Strategy Kim and Mauborgne introduce in their book an inter... Usage (application): Blue Ocean Strategy Formation       Challenging the Existing Strategic Logic A great BOS-tool Kim and Mauborgne described is th... Usage (application): Blue Ocean Strategy Tools       How to Find Good Product Ideas? List of 10 Approaches In his book “Product Leadership: Creating and L... Usage (application): Discovering New-Product Ideas, Creative Approaches       Blue Ocean Strategy Tools, Frameworks and Methodologies Summaries of 12 Blue Ocean Strategy tools by Kim &... Usage (application): Summaries of all BOS Tools       Innovation Pitfalls Harvard Professor R. Moss Kanter describes 4 commo... Usage (application): Avoiding Innovation Traps       The Value Creation Logic Types Based on Stabell and Fjeldstad’s value creation lo... Usage (application): Discovering Blue Oceans       Recent Innovation Trends | New Innovation Types Roland Bel (2012) outlines and explains four types... 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 M... 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 ... Usage (application): Approaches to Reconstruct Market Boundaries       Pitfalls and Obstacles in Product Development Strategy Although product development can be an important g... Usage (application): Product Development, Product Portfolio Management       A Closer Look Into Customer Value It is often argued that customer value is required... 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 S... Usage (application): Steps to Strategic Pricing       Value Innovation Strategy Best Practices The fundamentals of the "Blue Ocean" concept can b... 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 marke... Usage (application): How to Be Innovative       How Can Incumbents Respond to Disruptors? In recent years, the challenges to incumbent major... Usage (application): 5 Strategic Options in Reaction to Disruptors       Innovating by Reconsidering Value Delivery When innovating their business model, companies ne... Usage (application): Fundamental Innovation       Classes of Innovation | Sources of Innovation TWO CLASSES OF INNOVATION Innovation can be t... 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 'Master... Usage (application): Portfolio Strategy, Innovation Strategy       How to Design Experiments to Support Decision-making on Strategic Innovations The probability of success of a major innovatio... 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,... Usage (application): Best Practices, Innovation Team Management       What Makes a Company Innovative? A futurethink 2006 Innovation Tracker Survey menti... 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 la... Usage (application): Innovation Management       Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Today, organizations are increasingly developing a... 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... Usage (application): Emergent Strategy, Entrepreneurship, Strategic Innovation

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