
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
- Eine ist, vollständig neue Industrien einzuführen, wie eBay mit Online-Auktionen.
- 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 - 
Aktuelle Themen
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'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...
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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<...
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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...
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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...
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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), ...
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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...
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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...
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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...
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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...
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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. ...
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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...
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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....
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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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 ...
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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 ...
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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...
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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 ...
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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...
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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...
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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...
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Innovation Pitfalls
Avoiding Innovation Traps
Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (...
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The Value Creation Logic Types
Discovering Blue Oceans
Based on Stabell and Fjeldstad’s value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan ar...
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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 ...
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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...
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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...
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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...
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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 ...
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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...
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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...
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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 ...
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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...
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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...
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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...
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Innovating by Reconsidering Value Delivery
Fundamental Innovation
When innovating their business model, companies need to reconsider their value proposition from all ...
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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:
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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...
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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...
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What Makes a Company Innovative?
Innovation Best Practices, R&D Best Practices, Corporate Innovation
A futurethink 2006 Innovation Tracker Survey mentions:
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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. ...
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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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