Blue Ocean Strategy (Стратегия голубого океана)

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Что такое Blue Ocean Strategy (Стратегия голубого океана)? Описание

Вместо конкуренции внутри существующей отрасли или попыток переманить клиентов от конкурентов (стратегия кровавого или красного океана) W. Chan Kim и Renée Mauborgne предлагают Blue Ocean Strategy (Стратегию голубого океана): создание неоспоримого рыночного пространства, которое делает конкуренцию нерелевантной.

Согласно Kim и Mauborgne в статье HBR, октябрь 2004, конкурируя в переполненных отраслях невозможно обеспечить высокий уровень показателей. Реальная возможность в следующем: создавать голубые океаны неоспоримого рыночного пространства.

Критика концепции конкурентного преимущества

Конечно, конкуренция важна. Но путем фокусировать на конкуренции и Competitive Advantage (Конкурентное преимущество), согласно Kim и Mauborgne, ученые, компании, и консультанты игнорировали 2 очень важных - и далеко прибыльно - аспекта стратегии:

• Найти и создать голубые океаны, и
• Использовать и защитить голубые океаны. Эти задачи отличны от тех задач, которым стратеги уделяли большую часть своего внимания.

В голубых океанах спрос создается, а не достается победителю. Существует достаточно возможностей для роста, прибыльного и быстрого.

2 способа создать голубые океаны

1. Один заключается в запуске абсолютно новых отраслей, так же как eBay создал онлайн аукционы.
2. Чаще голубой океан создается внутри красного океана, когда компания расширяет границы существующей отрасли.

Безусловно, Kim и Mauborge заслуживают уважения за то, что указали на излишнее ориентирование на конкурентное преимущество, а также за их красивую метафору о двух видах океанов.

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

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Сравните с Blue Ocean Strategy (Стратегия голубого океана):  Business Process Reengineering (Реорганизация бизнес процессов)  |  Product/Market Grid (Товарно-рыночная сетка)  |  Core Competence (Ключевая компетенция)  |  BCG Matrix (Матрица BCG)  |  McKinsey Matrix (Матрица McKinsey)  |  Resource-Based View (Теория ресурсов)  |  Disruptive Innovation (Подрывная инновация)  |  Forget Borrow Learn (Забыть, занять, выучить)  |  Rule of Three (Правило трех)  |  Strategic Types (Стратегические типы)

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