Estrategia Océano Azul

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Creación de un espacio desatendido del mercado. Descripción de la Estrategia Océano Azul de W. Chan Kim y Renée Mauborgne. ('04)

¿En Qué consiste la Estrategia Océano Azul? Explicación

Más que competir dentro de los límites de la industria existente o intentando robar a clientes a los rivales (Estrategía sangrienta o de Océano rojo) W. Chan Kim y Renée Mauborgne están sugiriendo La Estrategia Océano Azul: desarrollar nuevos mercados sobre la base del espacio desatendido lo cual hace la competición innecesaria.

Según Kim y Mauborgne en el HBR de octubre de 2004, la competición en industrias atestadas no es una manera de sostener altos rendimientos. La verdadera oportunidad está en: crear océanos azules de espacios desatendidos del mercado.

Crítica de la Ventaja Competitiva

Por supuesto la competencia es importante. Pero centrándose en la competición y la Ventaja Competitiva, según Kim y Mauborgne, los eruditos, las compañías, y los consultores han no hecho caso de dos - y lejos más lucrativo - aspectos muy importantes de la estrategia:

• Encontrar y desarrollar océanos azules, y
• Explotar y proteger los océanos azules. Estos desafíos son muy diferentes a los cuales los estrategas han dedicado la mayor parte de su atención.

Los océanos azules se crean, en lugar de lucha por ellos. Hay una amplia oportunidad amplia para un crecimiento que es rentable y además, rápido.

Dos maneras de crear los océanos azules

1. Una es lanzar industrias totalmente nuevas, como lo hizo eBay con las subastas en línea.
2. Es más común que un océano azul sea creado dentro de un océano rojo cuando una compañía amplía los límites de una industria existente.

Ciertamente Kim y Mauborgne merecen el crédito por traer este punto sobre lo expuesto como Ventaja Competitiva y también para su hermosa metáfora de los dos tipos de océanos.

Libro: W. Chan Kim, Renée Mauborgne - Blue Ocean Strategy -

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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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