블루오션전략 (Blue Ocean Strategy)

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요약

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


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블루오션전략 포럼.


 

Why is it Called 'Blue' Ocean Strategy?
I would like to know the meaning of 'blue' when we refer to Blue Ocean strategy. Why it is called blue and not yellow, purple or white?...
21
 
15 개의 댓글
BOS is More of the Same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Trout and the ancient concept of strategy from Sun Tzu. There is not anything new w...
16
 
17 개의 댓글
Execution Hurdles in Blue Ocean Strategy
Stumbling on the web I found there are 4 main execution hurdles in Blue Ocean Strategy:
1. Cognitive
2. Motivation
3. Resource
4. Political
That seems to make sense.
Does...
16
 
2 개의 댓글
The Four Actions Framework for Blue Ocean Strategy
The 4 action framework is a key tool in the Blue Ocean Strategy process made up of the four strategic moves
- Eliminate
- Reduce
- Raise
- Create
This tool helps create new bu...
16
 
1 개의 댓글
Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean strategy?...
15
 
8 개의 댓글
Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while great ideas, do not fit with where the organisation is prepared to go.
For exam...
12
 
13 개의 댓글
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 from your market:
1. Non-customers that are closest to your market. They sit ...
10
 
BOS and ROS are Both Supplier Centric
In both ROS and BOS the focus is on the supplier essentially and on competition with other supplier(s). Both try to outdo the competition by studying competition and fighting or bypassing its USP.
...
9
 
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...
How do I start developing the company with the Blue Ocean strategy?...
9
 
4 개의 댓글
Use CSR as Part of your Blue Ocean Strategy
Companies should consider Corporate Social Responsibility (CSR) as part of a Blue Ocean strategy.
Recent research concluded that most people preferred to buy from a business bringing out a produc...
8
 
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 various stages of buying-owning-disposing of a product or service. There are six s...
8
 
2 개의 댓글
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. Simplicity
3. Risk
4. Fun/image
5. Convenience
6. Envir...
8
 
2 개의 댓글
First Mover Advantage / Price Maker in BOS
As soon as an organisation identified a new sector/industry as a part of BOS and entered it successfully, they will get a First Mover Advantage which helps them to dictate the terms and be a "price ma...
8
 
BOS / ROS Isn't a Strategy
This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It could be a question for managers to ponder in forming strategy. Arguably those i...
8
 
2 개의 댓글
Importance of BOS is Focus on Innovating
This model is useful because it makes managers think about breaking the rules of competition.
Aristoteles said: "You can't change the wind, you can however adjust your sails."
So let's adjus...
7
 
3 개의 댓글
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 a quantitative methodology. I am considering the Blue Ocean Strategy as an antec...
6
 
5 개의 댓글
BOS in Less Developed Countries
Kim & Mauborgne: create uncontested market space and make the competition irrelevant.
In the market place in less developed countries there are informal small businesses and illegal points of sal...
6
 
1 개의 댓글

모범 사례

블루오션전략에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다.


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, and how far ahead the business is seen/predicted.

The process of ac...
78
 
45 개의 댓글

Purple Ocean Strategy
If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of untapped opportunity, are there also "PURPLE" - less competitive - oceans in betwee...
67
 
32 개의 댓글

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 during organizations' perfection. Only a creative company can enter BOS.
A dynam...
59
 
7 개의 댓글

Strategic Sequence: Best Practices and Pitfalls
According to Kim and Mauborgne (2005) a BOS will only work if it's formulated in the right strategic sequence. Without fulfilling one of these, the plan will fail. The sequence laid out by the authors...
42
 
5 개의 댓글

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, we need to be aware of the cost in case the strategy flops. Given today's global ...
32
 
10 개의 댓글

A BOS is 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 created a new category called "energy drinks" within the existing "beverage" cat...
25
 
25 개의 댓글

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 process that involves plotting each offering or product as to whether it is a:
-...
22
 
1 개의 댓글

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 the competition possible ?...
20
 
5 개의 댓글

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 edge over the rival companies, organizations or individuals through a number of u...
20
 
15 개의 댓글

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 개의 댓글

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 drive one towards the ROS concepts.
The smaller companies have little spare ...
19
 
11 개의 댓글

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 the same segment by sensing the opportunity already created. Thus, can we say tha...
17
 
8 개의 댓글

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 with the world famous Pike Place Fish Market in the fish and seafood industry. ...
17
 
3 개의 댓글

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 company revolutionizing information technology. The success of the networking...
10
 
3 개의 댓글

Blue Ocean Strategy - Apple
I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new products: first iMac, then iPods, then iPhones and now iPads. I hope they keep thi...
8
 
2 개의 댓글

Blue Ocean Strategy for UPS
UPS currently operates world wide and is at the forefront with electronic shipping technologies and a massive fleet of transportation to support business. By identifying the three tiers of non-custome...
6
 
1 개의 댓글

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 stages of the buyer experience. (Kim & Mauborgne, 2005, P. 121).
When I analy...
6
 
1 개의 댓글

Blue Ocean Strategy Strategic Sequence - EBay
eBay operates in a Blue Ocean today due to their ability to capitalize on their first mover advantage and immense popularity. The BOS sequencing for eBay is:
- Buyer utility: eBay innovated a con...
5
 
8 개의 댓글

Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home video and video game rental services.
- Buyer utility: Blockbuster already offers different videos, but it could unlock exceptional utility if it...
5
 
2 개의 댓글

Strategic Sequencing for Adult Education / Learning
There needs to be significant changes in the way education is delivered to adult learners. A new company could use this strategy.
Buyer utility: with high unemployment, new skills are needed by m...
5
 
Blue Ocean is Economics Failure
In my opinion, the idea of a Blue Ocean conflicts with and hurts the basic principles of economics which results in all economic profits tending to zero. Whenever an industry presents abnormal earning...
5
 
6 개의 댓글

Blue Ocean Strategy - Best Buy
I've chosen Best Buy to form a Blue Ocean strategy. The idea is to offer music lessons and basic computer courses to accompany the products they provide for sell.
The first consideration is the b...
4
 
4 개의 댓글

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 Ocean they need to think of non consumers first, commonalities before differences ...
4
 
1 개의 댓글

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 Ocean strategy. I was asked to describe my sequencing of Dell and this is what I h...
3
 
3 개의 댓글

Blue Ocean Strategy Sequencing - Nestle
Nestle's Blue Ocean Strategy Sequence
Greetings to the group. For an assignment I described a Blue Ocean strategy sequence for Nestle. Please read the following and make any comments or suggestio...
3
 
2 개의 댓글

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 pursuing such environments and appears to be following the same procedures to ach...
3
 
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 specifically, I have been researching Citibank.
Today, I would like to examine Ci...
3
 
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 such as this one_- I also need your responses to work with, lol:)
I chose to u...
3
 
7 개의 댓글

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 correct. The sequence has four steps which are utility, price, cost, and adoption....
3
 
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 are: buyer utility, price, cost, and adoption, in this order.
It is very ...
3
 
1 개의 댓글

Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:
- Buyer utility. They created buyer utility by offering convenience and affordability with their new online renting business model. They took awa...
2
 
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 developed for its sequencing.
My goal is to take a fictitious office furniture m...
1
 
1 개의 댓글

전문가 팁

Blue Ocean Strategy에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다.


All Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools
Summaries and in-depth links to all 15 Blue Ocean Strategy tools by Kim & Mauborgne: 1. Pioneer-Migrator-Settler Map (P...

Eliminate-Reduce-Raise-Create Grid

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...

The Strategy Canvas Diagnostic Framework

Blue Ocean Strategy Formation
Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is b...

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...

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 Fjeldstads value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a uniq...

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...

Six Paths Framework: 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 ...

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...

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...

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) ...

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 todays 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...

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 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...

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...
정보 출처

블루오션전략 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다.


Introduction to BOS

Comprehensive Presentation Introducing BOS
Comprehensive presentation introducing BOS. Topics: - Blue Ocean Vs. Red Ocean Strategy - Blue Ocean Strategy Tools -...

Conversation with Chan Kim and Mauborgne

Interview
Interview with W. Chan Kim and Renee Mauborgne. 10 questions and answers about BOS and ROS....

Co-opetition, PARTS and Changing the Strategic Game

Business Strategy, Innovation Strategy
Comprehensive presentation about the concept of co-opetition based on Brandenburger and Nalebuff (1998), including the f...

First Introduction to Blue Ocean Strategy

Understanding the Definitions of Blue and Red Ocean Strategy
Short visual introduction of the 2 types of strategy as conceived by Kim and Mauborgne. Blue Ocean Strategy is a way to...

An Integrated Model of Value Creation Based on the Refined Kano's Model and the Blue Ocean Strategy

Blue Ocean Strategy, Customer Value, Value of Customer, Refined Kano Model, Creative Value
It is not sufficient for a contemporary firm to satisfy its customers; to be really successful, a firm must create value...

Techniques for Entrepreneurial Thinking

Entrepreneurship, Critical Thinking, Creative Thinking, Lateral Thinking, Entrepreneurial Thinking
This presentation elaborates on the different types of thinking for successful entrepreneurship. The presentation includ...

Reinventing your Business Model

Business Model Change, Strategic Innovation
A presentation that clearly explains the concept of changing business models according to Kagermann, Johnson and Christe...

Blue Ocean Theory Success Stories

Short Introduction and Success Stories of BOS
In worlds business today many companies are swimming in the red ocean of bloody competition. To obtain profitable grow...

Blue and Red Ocean Strategy Diagram

Strategic Innovation
Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

추가 연구 링크

블루오션전략다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .


뉴스

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서적

서적

플라톤 학파 사람들

플라톤 학파 사람들

더


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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