Blue Ocean Strategy

Centro de Conhecimento

   

Criar uncontested o espaço do mercado. Explanação de Blue Ocean Strategy de W. Chan Kim e Renée Mauborgne. ('04)


Oceano do vermelho de Blue Ocean Strategy

Que é Blue Ocean Strategy? Descrição

Melhor que competindo dentro dos confins da indústria existente ou tentando roubar clientes dos rivais (estratégia sangrenta ou vermelha) W. Chan Kim e Renée Mauborgne do oceano estão sugerindo Blue Ocean Strategy: tornar-se uncontested o espaço do mercado que faz a competição irrelevant.


De acordo com Kim e Mauborgne no HBR de outubro 2004, competir em indústrias overcrowded não é nenhuma maneira sustentar o performance elevado. A oportunidade real é: criar oceanos azuis de uncontested o espaço do mercado.


Crítica das vantagem de o competidor

Naturalmente a competição é importante. Mas focalizando na competição e nas vantagem de o competidor, de acordo com Kim e Mauborgne, os scholars, as companhias, e os consultantes ignoraram dois - e distante mais lucrative - aspectos muito importantes da estratégia:

  • Para encontrar e desenvolver oceanos azuis, e
  • Para explorar e proteger oceanos azuis. Estes desafios são muito diferentes daqueles a que os strategists devotaram a maioria de sua atenção.

Em oceanos azuis a demanda é criada, melhor que lutada sobre. Há uma oportunidade ampla para o crescimento que é rentável e rápido.


Duas maneiras criar oceanos azuis

  1. Um é lançar indústrias completamente novas, como eBay fêz com auctions em linha.
  2. É mais comum para que um oceano azul esteja criado dentro de um oceano vermelho quando uma companhia expande os limites de uma indústria existente.

Certamente Kim e Mauborgne merecem créditos para ter feito o ponto do sobre-foco em vantagem de o competidor e também para seu metaphor bonito dos dois tipos de oceanos.


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


Grupo de Interesse Especial - Blue Ocean Strategy


Grupo de Interesse Especial (23 membros)


Fórum - Blue Ocean Strategy  

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Melhores Práticas - Blue Ocean Strategy

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Expert Tips (ENG) - Blue Ocean Strategy

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Recursos - Blue Ocean Strategy

Na seção Recursos, você encontrará apresentações em powerpoint, vídeos de microaprendizagem, artigos, notícias, etc. dentro desta área de conhecimento.


 

Notícias sobre Blue Strategy


     
 

Notícias sobre Red Strategy


     
 

Vídeos sobre Blue Strategy


     
 

Vídeos sobre Red Strategy


     
 

Apresentações sobre Blue Strategy


     
 

Apresentações sobre Red Strategy


     
 

Mais sobre Blue Strategy


     
 

Mais sobre Red Strategy


     

Compare com Blue Ocean Strategy:  Business Process Reengineering  |  Product/market grid  |  Core Competence  |  BCG Matrix  |  McKinsey matrix  |  Resource-Based View  |  Disruptive Innovation  |  Forget Borrow Learn  |  Rule of Three  |  Tipos estratégicos


Retorne a o centro de a gerência: Introduzir no mercado  |  Estratégia


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