Stratégie Océan Bleu

Centre de Connaissances

• A propos 12manage
• Accueil
• Dictionnaire
• Encyclopédie
• Question?
• Point de Vues

• S'Enregistrer
• Se Connecter
• Aide

• Changement et Organisation
• Communication et Compétences
• Prise de Décision et Évaluation
• Éthique et Responsabilité
• Finances et Investissement
• Gestion de Ressources Humaines
• Gestion de la Connaissance et de l'Immatériel
• Leadership
• Marketing
• Management de Projet et de Programme
• Stratégie
• Chaîne Logistique et Gestion de la Qualité

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 -

Stratégie Océan Bleu Groupe d'Intérêt Spécial Groupe d'Intérêt Spécial (66 membres)

Forum de Stratégie Océan Bleu   Sujets récents   Océan Bleu et Sa Conception 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 Je voudrais juste savoir comment pourrais s'appliquer la str...           'Purple' Ocean Strategy If there are shallow, boiling, highly competitive, bloody RE...           The Context Determines BOS or ROS A good strategy is a winning strategy. So in some circumstan...           Blue Ocean Strategic Sequencing - Apple I think Apple computers have demonstrated remarkable success...           This Isn't Strategy? This could be a few things but, strategy, really? It's a ...           The Importance of Innovating This model is useful because it makes managers think about b...           Define the Gap in the Market Launching new company (for example in medical equipment) wit...           Blue Ocean Strategy of Google First it was IBM, then Microsoft and now Google. How Google ...           BOS in Less Developed Countries Kim & Mauborgne: create uncontested market space and make th...           Navy Federal Credit Union I am seeking to identify ways in which Navy Federal Credit U...           Not Properly Contested Markets Some markets are not properly contested, can such a situatio...           Blue Ocean Strategy for UPS UPS currently operates world wide and is at the forefront wi...           Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organisations we ...           Blue Ocean Strategy Sequence L.L. Bean The four steps of strategic sequencing for L.L. Bean's Blue ...           Blue Ocean Strategy Sequencing for Blockbuster BLOCKBUSTER is an american-based provider of home video and ...           Blue Ocean is Economics Failure In my opinion, the idea of a Blue Ocean hurts the basic prin...           Blue Ocean Strategic Sequencing - Amtrak To get Amtrak to a blue ocean, I propose to make it a mor...           Blue Ocean Strategy Research I am a Phd Student and would like to do a research in Blue O...           BOS and ROS are Both Supplier Centric In both ROS and BOS the focus is on the supplier and ...           Blue Ocean Strategic Sequencing for Delta Airlines The fourth principle of the Blue Ocean Marketing Strategy is...           Blue Ocean Strategic Sequencing on Disney For school, I have to devise a blue ocean strategy for a spe...           Getting the Strategic Sequence Right for Verizon Wireless Droid Pro Verizon wireless has come out with a new phone called the dr...           Nestle Blue Ocean Strategy Sequencing Nestle's Blue Ocean Strategy Sequence Greetings ...           How to Start with Blue Ocean Strategy? I am in the process of starting up a company. I was advised ...           Papa Murphy's Strategic Sequence Papa Murphy’s strategic sequence: - Buyer Utility - as ...           Sony Playstation in Medical Field Part of my class assignment is to overlook the transition of...           CSR Part of Blue Ocean Strategy Companies may consider Corporate Social Responsibility (C...           Strategic Sequencing Education Industry for Adults There needs to be significant changes in the way education i...           Six Paths Framework for Property Management Companies For the property management industry, one of the major issue...           eBay's Blue Ocean Strategy Strategic Sequence eBay operates in a Blue Ocean today due to their ability to ...           Blue Ocean Strategy - Buyer Experience Cycle In Blue Ocean Strategy there is a tool called Buyer Experien...           Blue Ocean Strategy: Buyer Utility Map In Blue Ocean Strategy, the Buyer Utility Map is a chart tha...           Blue Ocean Strategic Sequencing - Best Buy Buyer utility. For Best Buy, I see the most compellin...           Verizon Communications Strategic Sequencing Verizon communications           Nintendo's Wii BOS Strategic Sequence Get the ...           Blue Ocean Strategic Sequence for Oreck Direct Oreck direct has been providing home cleaning products, such...           Blue Ocean Strategic Sequencing in Office Furniture I am working on a Blue Ocean strategy for a course I am taki...           Blue Ocean Strategy versus RBV and MBV Hi everybody, I need to understand where Blue Ocean Strategy...           Blue Ocean Strategic Sequencing for US Airways? 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 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: - Buy...           Blue Ocean Strategic Sequence for Amazon.com To create a Blue Ocean Strategy company there has to be           Blue Ocean Strategic Sequencing - Dell I have been researching dell for the past several weeks in m...           Best Buy - Blue Ocean Strategy Proposal I’ve chosen Best Buy to form a Blue Ocean strategy. T...           Wal-Mart Strategic Sequence Based on the BOS sequence, Wal-Mart (branded as Walmart s...           First Mover Advantage / Price Maker in BOS As soon as an organisation identified a new sector/industry ...           Blue Ocean Strategic Sequencing - Exxon Mobil I’m completing a college assignment and request feedback on ...           Blue Ocean Strategic Sequencing - Boeing Buyer utility: Boeing has a buyer utility that reaches a sma...

Meilleures Pratiques - Stratégie Océan Bleu   Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends ...           Blue, Green or Even Violet Ocean Strategies I think ROS and BOS are parts of a process that all active c...           What is a Strategic Sequence? According to Kim and Mauborgne (2005) a BOS will only work i...           Using Blue Ocean Strategy Inside Companies Many people think BOS is only applicable for creating new ma...           Blue Ocean Strategy Disadvantages 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 I have discovered over the last five years that in Red Oc...           BOS = Niche Market Strategy Is BOS not just another phrase for a           How to Avoid Imitation of Blue Ocean Strategy? After creating a new market/industry, how can competitors be...           Blue Ocean Strategy in Small Companies For most small businesses in the current environment, sta...           Why is it called 'Blue' Ocean Strategy? I would like to know meaning of 'blue' and its meaning when ...           Creating a New Mental Category Blue ocean strategies are basically about creating a new men...           Six Paths to Moving from Red to Blue Ocean I am seeking feedback on my class project. I am trying to mo...           BOS: more of the same Blue Ocean Strategy is just more of the same old stuff. It t...           Porter Model vs Blue Ocean Strategy Does anyone know about the differences between Porter's (5 F...           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...           Can a Blue Ocean Eventually Turn Into a Red Ocean? When a company creates a blue ocean by foreseeing an opportu...

Expert Tips (ENG) - Blue Ocean Strategy   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   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

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

Plus de Méthodes, Modèles et Théorie de Management