Blue Ocean Strategy (Стратегия голубого океана)

Центр Знаний

Создание неоспоримого рыночного пространства (uncontested market space). Объяснение Blue Ocean Strategy (Стратегия голубого океана) W. Chan Kim и Renée Mauborgne. ('04)

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 -

Специальная группа по интересам - Стратегия голубого океана Специальная группа по интересам (51 членов)

Форум - Стратегия голубого океана   Здесь вы найдете интересные и познавательные дискуссии.   Applicability of the "Blue Oce The concept is an extremely high-level approach to strategic...           What is the Four Action Framework? I am looking for more information on the 4 action framework....           What are Execution Hurdles in Blue Ocean Strategy? Stumbling on the web I found there are 4 execution hurdles i...           The Context Determines BOS or ROS (3 реакции) A good strategy is a winning strategy. So in some circumstan...           Blue Ocean Strategic Sequencing - Apple (2 реакции) I think Apple computers have demonstrated remarkable success...           Define the Gap in the Market (3 реакции) Launching new company (for example in medical equipment) wit...           The Importance of Innovating (1 реакции) This model is useful because it makes managers think about b...           This Isn't Strategy? (2 реакции) This could be a few things but, strategy, really? It's a ...           Filtering Blue Ocean Ideas: Strategic Overlays (14 реакции) When developing Blue Ocean Strategies with organisations we ...           Navy Federal Credit Union (1 реакции) I am seeking to identify ways in which Navy Federal Credit U...           BOS in Less Developed Countries (1 реакции) Kim & Mauborgne: create uncontested market space and make th...           Not Properly Contested Markets Some markets are not properly contested, can such a situatio...           Blue Ocean Strategy for UPS (1 реакции) UPS currently operates world wide and is at the forefront wi...           Blue Ocean Strategy Sequence L.L. Bean (1 реакции) The four steps of strategic sequencing for L.L. Bean's Blue ...           Blue Ocean Strategic Sequencing - Amtrak To get Amtrak to a blue ocean, I propose to make it a mor...           Blue Ocean is Economics Failure (6 реакции) In my opinion, the idea of a Blue Ocean hurts the basic prin...           Blue Ocean Strategy Sequencing for Blockbuster (2 реакции) BLOCKBUSTER is an american-based provider of home video and ...           Blue Ocean Strategy Research (2 реакции) I am a Phd Student and would like to do a research in Blue O...           BOS and ROS are Both Supplier Centric In both ROS and BOS the focus is on the supplier and ...           Getting the Strategic Sequence Right for Verizon Wireless Droid Pro (1 реакции) Verizon wireless has come out with a new phone called the dr...           How to Start with Blue Ocean Strategy? (4 реакции) I am in the process of starting up a company. I was advised ...           Papa Murphy's Strategic Sequence Papa Murphy�s strategic sequence: - Buyer Utility - as a re...           Nestle Blue Ocean Strategy Sequencing (2 реакции) Nestle's Blue Ocean Strategy Sequence Greetings to t...           Blue Ocean Strategic Sequencing on Disney (7 реакции) For school, I have to devise a blue ocean strategy for a spe...           Blue Ocean Strategic Sequencing for Delta Airlines The fourth principle of the Blue Ocean Marketing Strategy is...           Six Paths Framework for Property Management Companies For the property management industry, one of the major issue...           Strategic Sequencing Education Industry for Adults There needs to be significant changes in the way education i...           CSR Part of Blue Ocean Strategy (1 реакции) Companies may consider Corporate Social Responsibility (C...           eBay's Blue Ocean Strategy Strategic Sequence (8 реакции) eBay operates in a Blue Ocean today due to their ability to ...           Blue Ocean Strategy - Buyer Experience Cycle (1 реакции) In Blue Ocean Strategy there is a tool called Buyer Experien...           Blue Ocean Strategy: Buyer Utility Map (1 реакции) In Blue Ocean Strategy, the Buyer Utility Map is a chart tha...           Sony Playstation in Medical Field (2 реакции) Part of my class assignment is to overlook the transition of...           BP Moving From Red Ocean to Blue Ocean (3 реакции) BP have much to do to move from red ocean to blue ocean. The...           Blue Ocean Strategy versus RBV and MBV Hi everybody, I need to understand where Blue Ocean Strategy...           Blue Ocean Strategic Sequencing - Best Buy (2 реакции) Buyer utility. For Best Buy, I see the most compellin...           Verizon Communications Strategic Sequencing Verizon communications : - Buyer utility-mobile devices unl...           Nintendo's Wii BOS Strategic Sequence (1 реакции) Get the right," is an important part of the Blue Ocean stra...           Blue Ocean Strategic Sequencing in Office Furniture (1 реакции) I am working on a Blue Ocean strategy for a course I am taki...           Blue Ocean Strategic Sequence for Oreck Direct (1 реакции) Oreck direct has been providing home cleaning products, such...           Blue Ocean Strategic Sequencing for US Airways? (1 реакции) US Airways is in in a red ocean, they must determine there t...           Blue Ocean Sequencing - Bank of America As described by Kim and Mauborgne (2005) there are four prin...           2 Wheeler Market in India in Mid 80s Another example of huge success of blue ocean strategy is 2 ...           Blue Ocean Strategy - Three Tiers of Noncustomers There are three tiers of non-customers that can be transform...           The Blue Ocean Strategy (BOS) Sequence of Citibank This week in a college class I am attending, we are looking ...           Blue Ocean Strategic Sequence for Barnes and Noble Barnes and Noble while it is not presently in a Blue Ocean e...           Blue Ocean Strategic Sequence for Blockbuster The BOS sequencing for Blockbuster is as follows: - Buyer u...           Blue Ocean Strategic Sequence for Amazon.com (1 реакции) To create a Blue Ocean Strategy company there has to be . Th...           Blue Ocean Strategic Sequencing - Dell (3 реакции) I have been researching dell for the past several weeks in m...           Wal-Mart Strategic Sequence (2 реакции) Based on the BOS sequence, Wal-Mart (branded as Walmart s...           Best Buy - Blue Ocean Strategy Proposal (1 реакции) I�ve chosen Best Buy to form a Blue Ocean strategy. T...           First Mover Advantage / Price Maker in BOS As soon as an organisation identified a new sector/industry ...           Blue Ocean Strategic Sequencing - Exxon Mobil (1 реакции) I�m completing a college assignment and request feedback on ...           Blue Ocean Strategic Sequencing - Boeing Buyer utility: Boeing has a buyer utility that reaches a sma...

Лучшие Лрактики - Стратегия голубого океана Здесь вы найдете самые ценные идеи.   Visionary Leadership and Blue Ocean Strategy (43 реакции) I think Blue Ocean Strategy (BOS) success merely depends ...           Blue, Green or Even Violet Ocean Strategies (7 реакции) I think ROS and BOS are parts of a process that all active c...           What is a Strategic Sequence? (4 реакции) According to Kim and Mauborgne (2005) a BOS will only work i...           Using Blue Ocean Strategy Inside Companies (1 реакции) Many people think BOS is only applicable for creating new ma...           Blue Ocean Strategy Disadvantages (10 реакции) While most of the participants in this forum are quick to po...           What is a Pioneer-Migrator-Settler Map (PMS Map)? In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler M...           How to Avoid Imitation of Blue Ocean Strategy? (5 реакции) After creating a new market/industry, how can competitors be...           Differences in BOS / ROS Cultures (15 реакции) I have discovered over the last five years that in Red Oc...           BOS = Niche Market Strategy (4 реакции) Is BOS not just another phrase for a strategy? They share t...           Blue Ocean Strategy in Small Companies (11 реакции) For most small businesses in the current environment, sta...           Creating a New Mental Category (25 реакции) Blue ocean strategies are basically about creating a new men...           Why is it called 'Blue' Ocean Strategy? (9 реакции) I would like to know meaning of 'blue' and its meaning when ...           Six Paths to Moving from Red to Blue Ocean (3 реакции) I am seeking feedback on my class project. I am trying to mo...           BOS: more of the same (17 реакции) Blue Ocean Strategy is just more of the same old stuff. It t...           Porter Model vs Blue Ocean Strategy (8 реакции) Does anyone know about the differences between Porter's (5 F...           Can a Blue Ocean Eventually Turn Into a Red Ocean? (8 реакции) When a company creates a blue ocean by foreseeing an opportu...           'Purple' Ocean Strategy (32 реакции) If there are shallow, boiling, highly competitive, bloody RE...           Blue Ocean Strategy of Google (3 реакции) First it was IBM, then Microsoft and now Google. How Google ...

Expert Tips (ENG) - Blue Ocean Strategy Здесь вы найдете советы высокого качества от экспертов.   Diagnostic Framework for Building a Blue Ocean Strategy Blue Ocean Strategy Formation...       Challenging the Existing Strategic Logic Blue Ocean Strategy Tools...       How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches...       Blue Ocean Strategy Tools, Frameworks and Methodologies Summaries of all BOS Tools...       Innovation Pitfalls Avoiding Innovation Traps...       The Value Creation Logic Types Discovering Blue Oceans...       How to Find or Create A Blue Ocean? Approaches to Reconstruct Market Boundaries...       Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation...       How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy...       Pitfalls and Obstacles in Product Development Strategy Product Development, Product Portfolio Management...       Value Innovation Strategy Best Practices Understanding the Fundamentals of Blue Ocean Strategy...       A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy...       How to Think Differently in Blue Ocean Strategy and Innovation? How to Be Innovative...       How to Determine the Right PRICING? Steps to Strategic Pricing...       How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors...       How to Lead an Innovation Team Best Practices, Innovation Team Management...       In Which Direction Should we Grow our Portfolio? Portfolio Strategy, Innovation Strategy...       Innovating by Reconsidering Value Delivery Fundamental Innovation...       Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy...       How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes...       Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management...       What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation...       Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation...       Entrepreneurial Strategies in Emerging Markets Emergent Strategy, Entrepreneurship, Strategic Innovation...

Ресурсы - Стратегия голубого океана Здесь вы найдете презентации в формате PowerPoint, видео для микрообучения и другие источники информации.   Новости о голубой стратегия         Новости о красный стратегия         Видео о голубой стратегия         Видео о красный стратегия         Презентации о голубой стратегия         Презентации о красный стратегия         Более о голубой стратегия         Более о красный стратегия

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)

Возврат на главную страницу: Маркетинг  |  Стратегия

Больше: Методы, Модели и Теории Менеджмента