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)

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 (63 membres)

Forum - Stratégie Océan Bleu   Dans ce forum, vous trouverez des discussions intéressantes récentes. Océan Bleu et Sa Conception (3 réactions) J'aimerais savoir comment les entrepreneurs réagissent face ...           Stratégie Océan Bleu et Océan Rouge En théorie, il est évident que la question de concentration ...           Océan Bleu et Intégration Verticale (2 réactions) Je voudrais juste savoir comment pourrais s'appliquer la str...           What is the Four Action Framework? I am looking for more information on the 4 action framework....           What are Execution Hurdles in Blue Ocean Strategy? Stumbling on the web I found there are 4 execution hurdles i...           The Context Determines BOS or ROS (3 réactions) A good strategy is a winning strategy. So in some circumstan...           Blue Ocean Strategic Sequencing - Apple (2 réactions) I think Apple computers have demonstrated remarkable success...           This Isn't Strategy? 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(1 réactions) US Airways is in in a red ocean, they must determine there t...           Blue Ocean Sequencing - Bank of America As described by Kim and Mauborgne (2005) there are four prin...           BP Moving From Red Ocean to Blue Ocean (3 réactions) BP have much to do to move from red ocean to blue ocean. The...           2 Wheeler Market in India in Mid 80s Another example of huge success of blue ocean strategy is 2 ...           Blue Ocean Strategy - Three Tiers of Noncustomers There are three tiers of non-customers that can be transform...           The Blue Ocean Strategy (BOS) Sequence of Citibank This week in a college class I am attending, we are looking ...           Blue Ocean Strategic Sequence for Barnes and Noble Barnes and Noble while it is not presently in a Blue Ocean e...           Blue Ocean Strategic Sequence for Blockbuster The BOS sequencing for Blockbuster is as follows: - Buyer u...           Blue Ocean Strategic Sequence for Amazon.com (1 réactions) To create a Blue Ocean Strategy company there has to be . Th...           Blue Ocean Strategic Sequencing - Dell (3 réactions) I have been researching dell for the past several weeks in m...           Best Buy - Blue Ocean Strategy Proposal (1 réactions) I’ve chosen Best Buy to form a Blue Ocean strategy. 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Meilleures Pratiques - Stratégie Océan Bleu Ici vous trouverez les discussions les plus précieuses du passé.   Visionary Leadership and Blue Ocean Strategy (43 réactions) I think Blue Ocean Strategy (BOS) success merely depends ...           Blue, Green or Even Violet Ocean Strategies (7 réactions) I think ROS and BOS are parts of a process that all active c...           What is a Strategic Sequence? (4 réactions) According to Kim and Mauborgne (2005) a BOS will only work i...           Using Blue Ocean Strategy Inside Companies (1 réactions) Many people think BOS is only applicable for creating new ma...           Blue Ocean Strategy Disadvantages (10 réactions) While most of the participants in this forum are quick to po...           What is a Pioneer-Migrator-Settler Map (PMS Map)? In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler M...           Differences in BOS / ROS Cultures (15 réactions) I have discovered over the last five years that in Red Oc...           BOS = Niche Market Strategy (4 réactions) Is BOS not just another phrase for a strategy? They share t...           How to Avoid Imitation of Blue Ocean Strategy? (5 réactions) After creating a new market/industry, how can competitors be...           Blue Ocean Strategy in Small Companies (11 réactions) For most small businesses in the current environment, sta...           Why is it called 'Blue' Ocean Strategy? (9 réactions) I would like to know meaning of 'blue' and its meaning when ...           Creating a New Mental Category (25 réactions) Blue ocean strategies are basically about creating a new men...           Six Paths to Moving from Red to Blue Ocean (3 réactions) I am seeking feedback on my class project. I am trying to mo...           BOS: more of the same (17 réactions) Blue Ocean Strategy is just more of the same old stuff. It t...           Porter Model vs Blue Ocean Strategy (8 réactions) Does anyone know about the differences between Porter's (5 F...           Can a Blue Ocean Eventually Turn Into a Red Ocean? (8 réactions) When a company creates a blue ocean by foreseeing an opportu...           'Purple' Ocean Strategy (32 réactions) If there are shallow, boiling, highly competitive, bloody RE...           Blue Ocean Strategy of Google (3 réactions) First it was IBM, then Microsoft and now Google. How Google ...

Expert Tips (ENG) - Blue Ocean Strategy Ici vous trouverez des conseils de haute qualité 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.   Nouvelles sur Stratégie Océan Bleu         Nouvelles sur Stratégie Océan Bleu Rouge         Vidéos sur Stratégie Océan Bleu         Vidéos sur Stratégie Océan Bleu Rouge         Présentations sur Stratégie Océan Bleu         Présentations sur Stratégie Océan Bleu Rouge         Plus sur Stratégie Océan Bleu         Plus sur Stratégie Océan Bleu Rouge

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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