블루오션전략 (Blue Ocean Strategy)

지식 센터

   

경쟁자가 없는 시장공간 창조. W. Chan Kim와 Renée Mauborgne의 블루오션전략의 설명. ('04)

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

Blue Ocean Strategy [블루오션전략] 빨강 대양

블루오션전략이란 무엇인가? 기술

김위찬교수와 르네 마보안 교수는 기존 산업의 경계내에서 경쟁하거나, 경쟁업체로 부터 고객을 빼앗아오는 레드오션전략 (Bloody or Red Ocean Strategy) 대신 블루오션전략을 제안하고 있다 : 경쟁이란 말이 무의미한 즉, 경쟁이 없는 시장공간을 개발.


HBR 2004년 10월호에서 Kim 교수와 Mauborgne 교수는, 과잉산업에서 경쟁할 경우 높은 성과를 유지할 수 없다고 하였다. 진짜 기회는 : 경쟁이 없는 시장공간인 블루오션을 창출하는 것이다.


경쟁우위론 비판

물론 경쟁은 중요하다 그러나, Kim와 Mauborgne에 따르면 경쟁 그리고 경쟁우위에 집중해서, 학자, 기업, 컨설턴트들은 전략의 2개의 아주 중요한 - 그리고 훨씬 매력적인 - 측면을 무시했다:

  • 블루오션을 찾고 개발하는 것,
  • 블루오션을 활용하고 보호하는 것. 이러한 주장은 기존의 전략가들이 주의를 기울였던 것들과는 상당히 다른 주장이라 할 수 있다.

블루오션에서는, 수요는 싸워서 얻는 것이 아니라 창출된다. 이윤이나 속도면에서 거대한 성장의 기회가 있다.


블루오션 창출의 2가지 방법

  1. 하나는 이베이eBay의 온라인 경매처럼, 완전히 새로운 산업을 만드는 것.
  2. 좀 더 일반적인 방법으로, 어느 한 기업이 기존 산업의 경계를 확장하는 방법을 통해, 레드오션내에서 블루오션을 창출하는 것.

확실히 김위찬교수와 마보안 교수는 경쟁우위에 지나친 초점을 맞춰온 것을 지적하고, 멋진 은유법으로 두 가지 전략을 표현한 것으로 명성을 얻을 만하다.


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


블루오션전략 포럼
  How to Start with Blue Ocean Strategy?
I am in the process of starting up a company. I wa...
     
 
  Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organis...
     
 
  Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be...
     
 
  Blue Ocean Strategy: Buyer Utility Map
In Blue Ocean Strategy, the Buyer Utility Map is a...
     
 
  Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buye...
     
 
  Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing S...
     
 
  eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their a...
     
 
  Blue Ocean Strategy Sequence L.L. Bean
The four steps of strategic sequencing for L.L. Be...
     
 
  The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we ar...
     
 
  Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Bl...
     
 
  Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:<...
     
 
  Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning prod...
     
 
  Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has ...
     
 
  Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are...
     
 
  Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. H...
     
 
  Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home ...
     
 
  Blue Ocean Strategic Sequencing - Exxon Mobil
Im completing a college assignment and request fe...
     
 
  Blue Ocean Strategic Sequencing - Dell
I have been researching dell for the past several ...
     
 

블루오션전략 시그(SIG)


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모범 사례 - 블루오션전략 프리미엄
  'Purple' Ocean Strategy
If there are shallow, boiling, highly competitive,...
     
 
  Why is it called 'Blue' Ocean Strategy?
I would like to know meaning of 'blue' and its mea...
     
 
  Blue Ocean Strategy Disadvantages
While most of the participants in this forum are q...
     
 
  Blue, Green or Even Violet Ocean Strategies
I think ROS and BOS are parts of a process that al...
     
 
  Blue Ocean Strategy in Small Companies
For most small businesses in the current environme...
     
 
  Differences in BOS / ROS Cultures
I have discovered over the last five years that in...
     
 
  What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will o...
     
 
  Can a Blue Ocean Eventually Turn Into a Red Ocean?
When a company creates a blue ocean by foreseeing ...
     
 
  Six Paths to Moving from Red to Blue Ocean
I am seeking feedback on my class project. I am tr...
     
 
  Creating a New Mental Category
Blue ocean strategies are basically about creating...
     
 
  Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Por...
     
 
  Visionary Leadership and Blue Ocean Strategy
 
   
 
  BOS: more of the same
Blue Ocean Strategy is just more of the same old s...
     
 
  How to Avoid Imitation of Blue Ocean Strategy?
After creating a new market/industry, how can comp...
     
 

Expert Tips (ENG) - Blue Ocean Strategy 프리미엄
 

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 Fjeldstads 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
 
 

자료 - 블루오션전략 프리미엄
 

블루오션전략 에 관한뉴스


     
 

blue ocean strategy에 관한뉴스


     
 

블루오션전략 에 관한영화


     
 

blue ocean strategy에 관한영화


     
 

블루오션전략 에 관한프리젠 테이션


     
 

blue ocean strategy에 관한프리젠 테이션


     
 

블루오션전략 에 관한더


     
 

blue ocean strategy에 관한더


     

블루오션전략 관련개념:   Business Process Reengineering [BPR, 사업재구축]  |  Product/Market Grid [제품/시장 그리드]  |  Core Competence[핵심역량]  |  BCG 매트릭스  |  McKinsey Matrix [GE 매트릭스, 매킨지 매트릭스]  |  Resource-Based View [자원기준관점]  |  Disruptive Innovation [파괴적 혁신]  |  Forget Borrow Learn 모형  |  Rule of Three [빅3 법칙]  |  Strategic Types [전략 형태]


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