Blue Ocean Strategie


Het creëren van onbetwiste marktruimte. Verklaring van Blue Ocean Strategie van W. Chan Kim en Renée Mauborgne. ('04)

De Rode Oceaan van het Blue Ocean Strategie

Wat is Blue Ocean Strategie? Beschrijving

Liever dan te concurreren binnen de grenzen van de bestaande industrie of te proberen om klanten van rivalen weg te kapen (Bloody of Red Ocean Strategie), stellen W. Chan Kim en Renée Mauborgne de Blue Ocean Strategie voor: het ontwikkelen van braakliggend marktgebied waardoor concurrentie onbelangrijk wordt.

Volgens Kim en Mauborgne in de HBR van Oktober 2004 biedt het concurreren in overvolle industrieën geen manier om voortdurend hoge prestaties te leveren. De echte kans is: blauwe oceanen van onbetwiste marktruimte te creëren.

kritiek op concurrentievoordeel

Natuurlijk is concurrentie belangrijk. Maar door zich te focussen op concurrentie en concurrentievoordeel hebben geleerden, bedrijven en adviseurs, volgens Kim en Mauborgne twee belangrijke - en veel winstgevendere - aspecten van strategie genegeerd:

  • Het vinden en ontwikkelen van blauwe oceanen, en
  • Het exploiteren en beschermen van blauwe oceanen. Deze uitdagingen zijn zeer verschillend van diegene waaraan strategen het grootste gedeelte van hun aandacht hebben geschonken.

In blauwe oceanen wordt de vraag gecreëerd, eerder dan dat er over gevochten wordt. Er is ruime kans voor zowel winstgevende als snelle groei.

Twee manieren om blauwe oceanen te creëren

  1. De eerste is het lanceren van volledig nieuwe industrieën, zoals eBay dit met online veilingen deed.
  2. Maar het is gebruikelijker om een blauwe oceaan vanuit een rode oceaan te creëren, wanneer een bedrijf de grenzen uitbreidt van de bestaande industrie.

Kim en Mauborgne hebben terecht een punt gemaakt met de over-focus op concurrentievoordeel en hebben een mooie metafoor gevonden in de twee types van oceanen.

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

Special Interest Group - Blue Ocean Strategie

Special Interest Group (176 leden)

Forum - Blue Ocean Strategie  

Discussies over Blue Ocean Strategie.

Hot Types van Strategieën en Blue Ocean Strategie
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  BOS: more of the same
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  What is the Four Action Framework?
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  This Isn't Strategy?
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  BOS in Less Developed Countries
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  Blue Ocean Strategy for UPS
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  Filtering Blue Ocean Ideas: Strategic Overlays
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  Blue Ocean Strategy Sequence L.L. Bean
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  Blue Ocean Strategic Sequencing - Amtrak
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  Blue Ocean Strategy Sequencing for Blockbuster
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  Blue Ocean Strategy Research
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  Blue Ocean Strategic Sequencing for US Airways?
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  Blue Ocean Strategy versus RBV and MBV
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  Blue Ocean Strategic Sequence for
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  Blue Ocean Strategic Sequencing on Disney
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  Nestle Blue Ocean Strategy Sequencing
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  Papa Murphy's Strategic Sequence
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  Blue Ocean Strategic Sequencing for Delta Airlines
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  BOS and ROS are Both Supplier Centric
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  How to Start with Blue Ocean Strategy?
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  First Mover Advantage / Price Maker in BOS
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  eBay's Blue Ocean Strategy Strategic Sequence
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  Six Paths Framework for Property Management Companies
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  Blue Ocean Strategic Sequencing - Exxon Mobil
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  CSR Part of Blue Ocean Strategy
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  Blue Ocean Strategic Sequence for Blockbuster
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  Blue Ocean Strategic Sequence for Oreck Direct
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  Blue Ocean Sequencing - Bank of America
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  Blue Ocean Strategic Sequencing in Office Furniture
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  Blue Ocean Strategic Sequencing - Best Buy
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  BP Moving From Red Ocean to Blue Ocean
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  Blue Ocean Strategic Sequencing - Dell
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  Wal-Mart Strategic Sequence
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Best Practices - Blue Ocean Strategie

Hier vindt u de meest waardevolle discussies uit het verleden.

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  What is a Strategic Sequence?
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  Blue Ocean Strategy Disadvantages
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  Blue Ocean Strategy in Small Companies
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  Why is it called 'Blue' Ocean Strategy?
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  Six Paths to Moving from Red to Blue Ocean
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  Porter Model vs Blue Ocean Strategy
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  Can a Blue Ocean Eventually Turn Into a Red Ocean?
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  Blue Ocean Strategy of Google
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Expert Tips (ENG) - Blue Ocean Strategy

Hier vindt u adviezen van experts.


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Hulpbronnen - Blue Ocean Strategie

Hier vindt u powerpoint-presentaties, micro-leervideo's en verdere informatiebronnen.

Vergelijk Blue Ocean Strategie met:   Herontwerpen van Bedrijfsprocessen  |  Product/Markt Matrix  |  Kerncompetenties  |  BCG Matrix  |  McKinseymatrix  |  Resource-Based Perspectief  |  Disruptive Innovatie (Ontwrichtende Innovatie)  |  Vergeet Leen Leer  |  Regel van Drie  |  Strategische Types

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