블루오션전략 (Blue Ocean Strategy)

지식 센터

   

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

목차

프리미엄

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 시그(SIG)


시그(SIG) (15 개 회원)


블루오션전략 포럼  

최근 토픽

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모범 사례 - 블루오션전략
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경영에 관한 필요한 지식이 있습니다


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경영 커리어를 한단계 업그레이드할 수 있습니다



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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