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Океан красного цвета Blue Ocean Strategy (Стратегия голубого океана)

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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🔥	НОВЫЙ Applicability of the "Blue Oce The concept is an extremely high-level approach to strategic management without any specific and applicable suggestions (...)

	'Purple' Ocean Strategy If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of unt (...)

	Filtering Blue Ocean Ideas: Strategic Overlays When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while grea (...)

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Лучшие Лрактики о Стратегия голубого океана

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🥇	Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is (...)

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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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