Stratégie Océan Bleu

Centre de Connaissances






Créer un espace non contesté sur le marché. Description de la Stratégie Océan Bleu de W. Chan Kim et Renée Mauborgne. ('04)


Océan de rouge de Stratégie Océan Bleu

Qu'est-ce que la Stratégie Océan Bleu ? Description

Plutôt que d'entrer en concurrence au coeur de l'industrie existante ou en essayant de voler des clients aux rivaux (Stratégie sanglante ou Stratégie Océan Rouge) W. Chan Kim et Renée Mauborgne suggèrent la Stratégie Océan Bleu : Développant un espace incontesté sur le marché ce qui rend la concurrence non pertinente.


Selon Kim et Mauborgne dans la revue HBR d'octobre 2004, en étant en concurrence dans des industries surpeuplées, il n'y a aucune manière de maintenir une performance élevée. L'opportunité réelle est : pour créer les océans bleus d'espace incontesté sur le marché.


Critique de l'Avantage Concurrentiel

Naturellement la concurrence est importante. Mais en se concentrant sur la concurrence et l'Avantage Concurrentiel, selon Kim et Mauborgne, les savants, les entreprises, et les consultants ont ignoré deux - et bien plus lucratif - domaines très importants de stratégie :

  • Identifier et développer les océans bleus, et
  • Exploiter et protéger les océans bleus. Ces défis sont très différents de ceux auxquels les stratèges ont consacré la majeure partie de leur attention.

Dans les océans bleus la demande est créée, plutôt que disputée. Il y a suffisamment d'opportunités de croissance qui sont à la fois rentable et rapide.


Deux manières de créer les océans bleus

  1. L'une est de lancer des industries complètement nouvelles, comme eBay l'a fait avec les enchères en ligne.
  2. L'autre constate qu'il est plus commun pour un Océan Bleu d'être créé du dedans d'un Océan Rouge quand une entreprise élargie les frontières d'une industrie existante.

Certainement Kim et Mauborgne méritent des crédits pour avoir fait la remarque du trop concentré sur l'Avantage Concurrentiel et également pour leur belle métaphore des deux types d'océans.


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


Groupe d'Intérêt Spécial - Stratégie Océan Bleu


Groupe d'Intérêt Spécial (60 membres)


Forum - Stratégie Océan Bleu  

Discussions sur le sujet: Stratégie Océan Bleu.


  Stratégie Océan Bleu est Réservé à celui Disposant de Ressources
En théorie, il est évident que la question de concentration de concurrence, entre autre, doit apport (...)
 
 
 
 
Hot Océan Bleu et Sa Conception
J'aimerais savoir comment les entrepreneurs réagissent face à cette stratégie. Au congo la notion de (...)
 
 
 
 
  Océan Bleu et Intégration Verticale
Je voudrais juste savoir comment pourrais s'appliquer la stratégie océan bleu dans une intégration v (...)
 
 
 
 
  Visionary Leadership and Blue Ocean Strategy
I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how vis (...)
 
 
 
 
  Using Blue Ocean Strategy Inside Companies
Many people think BOS is only applicable for creating new markets, outside a company. Though, the Bl (...)
 
 
 
 
  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 (...)
 
 
 
 
  BOS = Niche Market Strategy
Is BOS not just another phrase for a strategy? They share the common feature of a 'lone player'. (...)
 
 
 
 
  Differences in BOS / ROS Cultures
I have discovered over the last five years that in Red Ocean Strategies (ROS) people compete to main (...)
 
 
 
 
  Creating a New Mental Category
Blue ocean strategies are basically about creating a new mental category or a frame of reference. Fo (...)
 
 
 
 
  BOS: more of the same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, diff (...)
 
 
 
 
  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 Blu (...)
 
 
 
 
  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. (...)
 
 
 
 
  'Purple' Ocean Strategy
If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clea (...)
 
 
 
 
  Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be transformed into customers. They differ in their (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategy: Buyer Utility Levers
In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers: 1. (...)
 
 
 
 
  Blue Ocean Strategic Sequencing - Apple
I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again (...)
 
 
 
 
  Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a (...)
 
 
 
 
  The Importance of Innovating
This model is useful because it makes managers think about breaking the rules of competition. Arist (...)
 
 
 
 
  Define the Gap in the Market
Launching new company (for example in medical equipment) with a me-too kind of product is always hav (...)
 
 
 
 
  This Isn't Strategy?
This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or (...)
 
 
 
 
  Not Properly Contested Markets
Some markets are not properly contested, can such a situation be considered as a blue ocean? (...)
 
 
 
 
  BOS in Less Developed Countries
Kim & Mauborgne: create uncontested market space and make the competition irrelevant. In the market (...)
 
 
 
 
  Navy Federal Credit Union
I am seeking to identify ways in which Navy Federal Credit Union (NFCU) can convert and break away f (...)
 
 
 
 
  Blue Ocean Strategy for UPS
UPS currently operates world wide and is at the forefront with electronic shipping technologies and (...)
 
 
 
 
  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 ut (...)
 
 
 
 
  Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas g (...)
 
 
 
 
  Blue Ocean is Economics Failure
In my opinion, the idea of a Blue Ocean hurts the basic principles of economics which results in all (...)
 
 
 
 
  Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home video and video game rental services. - Buyer uti (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategy versus RBV and MBV
Hi everybody, how does Blue Ocean Strategy fit in between the major strategy approaches (e.g. Market (...)
 
 
 
 
  Verizon Communications Strategic Sequencing
Verizon communications : - Buyer utility-mobile devices unlock exceptional buyer utility in terms o (...)
 
 
 
 
  Nintendo's Wii BOS Strategic Sequence
Get the right," is an important part of the Blue Ocean strategy. Buyer utility, price, cost and ado (...)
 
 
 
 
  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 w (...)
 
 
 
 
  Blue Ocean Strategy Research
I am a Phd Student and would like to do a research in Blue Ocean Strategy. Any research model can yo (...)
 
 
 
 
  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 com (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Bl (...)
 
 
 
 
  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 stra (...)
 
 
 
 
  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 (...)
 
 
 
 
  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 Strate (...)
 
 
 
 
  Papa Murphy's Strategic Sequence
Papa Murphy’s strategic sequence: - Buyer Utility - as a retailer of take n bake pizzas, Papa Murph (...)
 
 
 
 
  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 tha (...)
 
 
 
 
  Nestle Blue Ocean Strategy Sequencing
Nestle's Blue Ocean Strategy Sequence Greetings to the group. For an assignment I described a Blue (...)
 
 
 
 
  Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has to be . The components of BOS strategic sequencing (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategy Success Example in India
Another example of huge success of blue ocean strategy is 2 wheeler market in India in mid eighties. (...)
 
 
 
 
  eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their ability to capitalize on their and immense popular (...)
 
 
 
 
  Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows: - Buyer utility. They created buyer utility by of (...)
 
 
 
 
  Blue Ocean Strategic Sequencing - Exxon Mobil
I’m completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue O (...)
 
 
 
 
  CSR Part of Blue Ocean Strategy
Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent (...)
 
 
 
 
  Six Paths Framework for Property Management Companies
For the property management industry, one of the major issues that keep companies in the red ocean i (...)
 
 
 
 
  Sony Playstation in Medical Field
Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. (...)
 
 
 
 
  Strategic Sequencing Education Industry for Adults
There needs to be significant changes in the way education is delivered to adult learners. A new com (...)
 
 
 
 
  First Mover Advantage / Price Maker in BOS
As soon as an organisation identified a new sector/industry as a part of BOS and enter it successful (...)
 
 
 
 
  Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are four principles that make up the Blue Ocean strat (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household (...)
 
 
 
 
  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 themse (...)
 
 
 
 
  Blue Ocean Strategic Sequencing - Best Buy
Buyer utility. For Best Buy, I see the most compelling reason the mass of people flock there is beca (...)
 
 
 
 
  Wal-Mart Strategic Sequence
Based on the BOS sequence, Wal-Mart (branded as Walmart since 2008) is clearly in a blue ocean: The (...)
 
 
 
 
  Blue Ocean Strategic Sequencing - Dell
I have been researching dell for the past several weeks in my business class and we are currently lo (...)
 
 
 
 

Meilleures Pratiques - Stratégie Océan Bleu

Ici vous trouverez les discussions les plus précieuses du passé.


  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 ine (...)
 
 
 
 
  What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will only work if it’s formulated in the right strategic (...)
 
 
 
 
  Blue Ocean Strategy Disadvantages
While most of the participants in this forum are quick to point out the that a BOS creator gets, we (...)
 
 
 
 
  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 co (...)
 
 
 
 
  Blue Ocean Strategy in Small Companies
For most small businesses in the current environment, staying alive is a major issue! Simply paying (...)
 
 
 
 
  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 (...)
 
 
 
 
  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 c (...)
 
 
 
 
  Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy M (...)
 
 
 
 
  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 (...)
 
 
 
 
  Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. How Google made it to the top ? Adopting BOS ? Goo (...)
 
 
 
 

Expert Tips (ENG) - Blue Ocean Strategy

Ici vous trouverez des conseils d'experts.


 

Diagnostic Framework for Building a Blue Ocean Strategy

Blue Ocean Strategy Formation (...)
 
 
 

Challenging the Existing Strategic Logic

Blue Ocean Strategy Tools (...)
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

Discovering New-Product Ideas, Creative Approaches (...)
 
 
 

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools (...)
 
 
 

Innovation Pitfalls

Avoiding Innovation Traps (...)
 
 
 

The Value Creation Logic Types

Discovering Blue Oceans (...)
 
 
 

How to Find or Create A Blue Ocean?

Approaches to Reconstruct Market Boundaries (...)
 
 
 

Recent Innovation Trends | New Innovation Types

Open innovation, User Innovation, Value Innovation, Bottom-up Innovation (...)
 
 
 

How to Detect Consumer Needs that are Unmet?

Product Innovation, New Product Development, Innovation Strategy (...)
 
 
 

Pitfalls and Obstacles in Product Development Strategy

Product Development, Product Portfolio Management (...)
 
 
 

Value Innovation Strategy Best Practices

Understanding the Fundamentals of Blue Ocean Strategy (...)
 
 
 

A Closer Look Into Customer Value

Customer Value Analysis, Strategic Marketing, Innovation Strategy (...)
 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?

How to Be Innovative (...)
 
 
 

How to Determine the Right PRICING?

Steps to Strategic Pricing (...)
 
 
 

How Can Incumbents Respond to Disruptors?

5 Strategic Options in Reaction to Disruptors (...)
 
 
 

How to Lead an Innovation Team

Best Practices, Innovation Team Management (...)
 
 
 

In Which Direction Should we Grow our Portfolio?

Portfolio Strategy, Innovation Strategy (...)
 
 
 

Innovating by Reconsidering Value Delivery

Fundamental Innovation (...)
 
 
 

Classes of Innovation | Sources of Innovation

Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy (...)
 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes (...)
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Innovation Management (...)
 
 
 

What Makes a Company Innovative?

Innovation Best Practices, R&D Best Practices, Corporate Innovation (...)
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation (...)
 
 
 

Entrepreneurial Strategies in Emerging Markets

Emergent Strategy, Entrepreneurship, Strategic Innovation (...)
 
 

Ressources - Stratégie Océan Bleu

Ici vous trouverez des présentations PowerPoint, des vidéos de micro-apprentissage et dautres sources dinformation.



Comparez la Stratégie Océan Bleu avec :   Réingénierie des Processus de Gestion   |  Grille Produit/Marché  |  Coeur de Compétence  |  Matrice BCG  |  Matrice de McKinsey  |  Vision Basée Ressource  |  Innovation Disruptive  |  Oubliez Empruntez Apprenez  |  Règle des Trois  |  Types Stratégiques


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