
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
- Один заключается в запуске абсолютно новых отраслей, так же как eBay создал онлайн аукционы.
- 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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Стратегия голубого океана Специальная группа по интересам.

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Форум об Стратегия голубого океана.
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Темы для обсуждения с самым высоким рейтингом для обсуждения Стратегия голубого океана. Здесь вы найдете самые ценные идеи и практические предложения.
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Продвинутое понимание Blue Ocean Strategy (Английский). Здесь вы найдете профессиональные советы экспертов.
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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...
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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...
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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...
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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...
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Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
1. S...
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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...
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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...
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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 ...
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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...
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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...
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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...
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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) ...
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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...
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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/...
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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...
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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...
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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...
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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...
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Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of...
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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...
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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...
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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...
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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 ...
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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...
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Источники Информации
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Различные источники информации о Стратегия голубого океана. Здесь вы найдете PowerPoints, видео, новости и т.д., чтобы использовать в своих собственных лекциях и практических занятиях.
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Introduction to BOS Comprehensive Presentation Introducing BOS Comprehensive presentation introducing BOS. Topics:
- Blue Ocean Vs. Red Ocean Strategy
- Blue Ocean Strategy Tools
-...
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Conversation with Chan Kim and Mauborgne Interview Interview with W. Chan Kim and Renee Mauborgne. 10 questions and answers about BOS and ROS....
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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...
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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...
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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...
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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...
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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...
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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...
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Blue and Red Ocean Strategy Diagram Strategic Innovation Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use.
Republishing in ...
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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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