Stratégie Océan Bleu

Centre de Connaissances

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 -

Forum Nouveau Sujet Forum sur 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 apporter des éléments qui (...) 4   0 réactions 🔥 NOUVEAU Océan Bleu et Sa Conception J'aimerais savoir comment les entrepreneurs réagissent face à cette stratégie. Au congo la notion de la concurrence est (...) 2   3 réactions Océan Bleu et Intégration Verticale Je voudrais juste savoir comment pourrais s'appliquer la stratégie océan bleu dans une intégration verticale au sein de (...) 1   2 réactions 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 pro (...) 14   0 réactions 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. Motivation 3. Reso (...) 12   0 réactions Blue Ocean Strategy - Three Tiers of Noncustomers There are three tiers of non-customers that can be transformed into customers. They differ in their relative distance fr (...) 9   0 réactions 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. Productivity 2. Sim (...) 8   1 réactions Blue Ocean Strategic Sequencing - Apple I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new pr (...) 8   2 réactions Blue Ocean Strategy - Buyer Experience Cycle In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a buyer has in the va (...) 8   1 réactions 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 (...) 7   2 réactions The Importance of Innovating This model is useful because it makes managers think about breaking the rules of competition. Aristoteles said: "You ca (...) 7   1 réactions BOS in Less Developed Countries Kim & Mauborgne: create uncontested market space and make the competition irrelevant. In the market place in less devel (...) 6   1 réactions Blue Ocean Strategy for UPS UPS currently operates world wide and is at the forefront with electronic shipping technologies and a massive fleet of t (...) 6   1 réactions Not Properly Contested Markets Some markets are not properly contested, can such a situation be considered as a blue ocean? (...) 6   0 réactions 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 st (...) 6   1 réactions Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while grea (...) 6   14 réactions 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. (...) 6   1 réactions 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 (similar to Disney’s (...) 5   0 réactions Blue Ocean Strategy Sequencing for Blockbuster BLOCKBUSTER is an american-based provider of home video and video game rental services. - Buyer utility: Blockbuster al (...) 5   2 réactions 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. (...) 4   2 réactions 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 work toward a Blue Oc (...) 4   1 réactions Blue Ocean Strategy versus RBV and MBV Hi everybody, how does Blue Ocean Strategy fit in between the major strategy approaches (e.g. Market-based view (Porter) (...) 4   0 réactions Verizon Communications Strategic Sequencing Verizon communications Strategic Sequence: - Buyer utility-mobile devices unlock exceptional buyer utility in terms of (...) 4   0 réactions Nintendo's Wii BOS Strategic Sequence Get the Strategic Sequence right," is an important part of the Blue Ocean strategy. Buyer utility, price, cost and adopt (...) 4   1 réactions 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 computer courses to acc (...) 3   1 réactions 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 that has a history of p (...) 3   0 réactions Blue Ocean Strategic Sequence for Amazon.com To create a Blue Ocean Strategy company there has to be Strategic Sequencing. The components of BOS strategic sequencing (...) 3   1 réactions 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 in a user group suc (...) 3   7 réactions 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 Strategy. And more specifi (...) 3   0 réactions 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 strategy consists of: th (...) 3   1 réactions Nestle Blue Ocean Strategy Sequencing Nestle's Blue Ocean Strategy Sequence Greetings to the group. For an assignment I described a Blue Ocean strategy seque (...) 3   2 réactions 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 alte (...) 3   0 réactions Blue Ocean Strategic Sequencing for Delta Airlines The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Blue Ocean Strategy co (...) 3   0 réactions 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 a lot of information (...) 3   4 réactions 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 to outdo the compet (...) 3   0 réactions Validated Instrument for Measuring Blue Ocean Strategy I am examining the relationship between the Blue Ocean Strategy and firm performance in the construction industry using (...) 3   5 réactions 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. Upto mid eighties (...) 2   0 réactions 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 successfully, they will get a (...) 2   0 réactions Blue Ocean Strategic Sequence for Blockbuster The BOS sequencing for Blockbuster is as follows: - Buyer utility. They created buyer utility by offering convenience a (...) 2   0 réactions eBay's Blue Ocean Strategy Strategic Sequence eBay operates in a Blue Ocean today due to their ability to capitalize on their first mover advantage and immense popula (...) 2   8 réactions Six Paths Framework for Property Management Companies For the property management industry, one of the major issues that keep companies in the red ocean is simply trying to b (...) 2   0 réactions Blue Ocean Strategic Sequencing - Exxon Mobil I’m completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue Ocean sequencing. Bu (...) 2   1 réactions 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 Playst (...) 2   2 réactions CSR Part of Blue Ocean Strategy Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent research concluded t (...) 2   0 réactions Strategic Sequencing Education Industry for Adults There needs to be significant changes in the way education is delivered to adult learners. A new company could use this (...) 2   0 réactions Blue Ocean Strategic Sequence for Oreck Direct Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household cleaning supplies si (...) 1   1 réactions Blue Ocean Sequencing - Bank of America As described by Kim and Mauborgne (2005) there are four principles that make up the Blue Ocean strategy: buyer utility, (...) 1   0 réactions 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 themselves to please the m (...) 1   3 réactions 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 on what I have devel (...) 1   1 réactions Blue Ocean Strategic Sequencing - Best Buy Buyer utility. For Best Buy, I see the most compelling reason the mass of people flock there is because of the vast prod (...) 1   2 réactions 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 ob (...) 0   2 réactions 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 Oc (...) 0   3 réactions

Meilleures Pratiques Inscrivez-vous Les sujets les mieux notés sur Stratégie Océan Bleu. Vous trouverez ici les idées les plus précieuses et des suggestions pratiques. Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is (...) 76   43 réactions 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 inevitable events durin (...) 71   7 réactions 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 f (...) 39   4 réactions Using Blue Ocean Strategy Inside Companies Many people think BOS is only applicable for creating new markets, outside a company. Though, the Blue Ocean concept can (...) 36   1 réactions Blue Ocean Strategy Disadvantages While most of the participants in this forum are quick to point out the first mover advantage that a BOS creator gets, w (...) 32   10 réactions 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 Ocean Strategy proce (...) 22   1 réactions 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 e (...) 20   15 réactions BOS = Niche Market Strategy Is BOS not just another phrase for a niche market strategy? They share the common feature of a 'lone player'. (...) 20   4 réactions 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 complete overlook by t (...) 20   5 réactions Blue Ocean Strategy in Small Companies For most small businesses in the current environment, staying alive is a major issue! Simply paying the bills tends to d (...) 19   11 réactions 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 is called blue and n (...) 19   9 réactions 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 (...) 19   25 réactions 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 company. I am working (...) 17   3 réactions Porter Model vs Blue Ocean Strategy Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean (...) 15   8 réactions BOS: more of the same Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Tro (...) 15   17 réactions 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 companies entering t (...) 11   8 réactions 'Purple' Ocean Strategy If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of unt (...) 10   32 réactions 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. Th (...) 8   3 réactions 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 c (...) 7   3 réactions 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 (...) 7   3 réactions 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 te (...) 5   6 réactions

Conseils d'Experts Inscrivez-vous Idées avancées sur Blue Ocean Strategy (Anglais). Vous trouverez ici des conseils professionnels d'experts. 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 Strategy Canvas is b (...) Challenging the Existing Strategic Logic Blue Ocean Strategy Tools A great BOS-tool Kim and Mauborgne described is the "Four Actions Framework". This Four Actions Framework can be used to (...) 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 suggests following ten way (...) 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-Migrator-Settler Map. A key tool in (...) Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...) The Value Creation Logic Types Discovering Blue Oceans Based on Stabell and Fjeldstad’s value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a uniq (...) 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 Irrelevant, Kim and (...) 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 important since the las (...) 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 2011), Matthew J. E (...) 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 that several factors t (...) 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 R. Mauborgne (1997) (...) 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 organization. But in what w (...) 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 increasing very fast. So inno (...) 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 price for a product/ (...) 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-cost competitors and fr (...) 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 Innovation Culture" (strate (...) 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 market value for all bu (...) Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...) 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: KNOWLEDGE PUSH: Innovation trig (...) 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 datasets only provide info (...) 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 with surviving when dea (...) What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovat (...) 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. In other words, the (...) Entrepreneurial Strategies in Emerging Markets Emergent Strategy, Entrepreneurship, Strategic Innovation Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerging markets while bi (...)

Sources d'Information Inscrivez-vous Diverses sources d'informations sur Stratégie Océan Bleu. Vous trouverez ici des powerpoints, des vidéos, des actualités, etc. à utiliser dans vos propres conférences et ateliers.

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

Retour vers la page des disciplines de Management : Vente  |  Stratégie

Plus de Méthodes, Modèles et Théorie de Management