Blue Ocean Strategy (Стратегия голубого океана)

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

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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

  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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Стратегия голубого океана Форум  

Последние темы

  Applicability of the "Blue Oce
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  'Purple' Ocean Strategy
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  Filtering Blue Ocean Ideas: Strategic Overlays
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  How to Start with Blue Ocean Strategy?
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How do I start develo...
     
 

Лучшие Лрактики - Стратегия голубого океана
  Visionary Leadership and Blue Ocean Strategy
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  Blue, Green or Even Violet Ocean Strategies
I think ROS and BOS are parts of a process that all active companies will pass. In fact they are inevitable events during organizations' perfection. O...
     
 
  What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will only work if its formulated in the right strategic sequence. Without fulfilling one of these, the pl...
     
 
  Using Blue Ocean Strategy Inside Companies
Many people think BOS is only applicable for creating new markets, outside a company. Though, the Blue Ocean concept can also be applied while working...
     
 
  Blue Ocean Strategy Disadvantages
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Все, что вам надо знать о менеджменте


  What is a Pioneer-Migrator-Settler Map (PMS Map)?
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  How to Avoid Imitation of Blue Ocean Strategy?
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  Porter Model vs Blue Ocean Strategy
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  What is the Four Action Framework?
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  Can a Blue Ocean Eventually Turn Into a Red Ocean?
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  Blue Ocean Strategic Sequencing - Apple
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  Blue Ocean Strategy of Google
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  Define the Gap in the Market
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  Navy Federal Credit Union
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  BOS in Less Developed Countries
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  Not Properly Contested Markets
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  Blue Ocean Strategy Sequencing for Blockbuster
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  Blue Ocean Strategy Research
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  BOS and ROS are Both Supplier Centric
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  Getting the Strategic Sequence Right for Verizon Wireless Droid Pro
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  Papa Murphy's Strategic Sequence
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  Nestle Blue Ocean Strategy Sequencing
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  Blue Ocean Strategic Sequencing on Disney
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  Blue Ocean Strategic Sequencing for Delta Airlines
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  Six Paths Framework for Property Management Companies
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  eBay's Blue Ocean Strategy Strategic Sequence
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  Blue Ocean Strategy - Buyer Experience Cycle
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  Blue Ocean Strategy versus RBV and MBV
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  Blue Ocean Strategic Sequencing - Best Buy
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  Verizon Communications Strategic Sequencing
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  Nintendo's Wii BOS Strategic Sequence
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  Blue Ocean Strategic Sequencing in Office Furniture
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  Blue Ocean Sequencing - Bank of America
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Expert Tips (ENG) - Blue Ocean Strategy
 

Challenging the Existing Strategic Logic

 
 
 

Diagnostic Framework for Building a Blue Ocean Strategy

 
 
 

How to Find Good Product Ideas? List of 10 Approaches

 
 
 

Blue Ocean Strategy Tools, Frameworks and Methodologies

 
 
 

Innovation Pitfalls

 
 
 

The Value Creation Logic Types

 
 
 

Recent Innovation Trends | New Innovation Types

 
 
 

How to Detect Consumer Needs that are Unmet?

 
 
 

How to Find or Create A Blue Ocean?

 
 
 

Pitfalls and Obstacles in Product Development Strategy

 
 
 

A Closer Look Into Customer Value

 
 
 

How to Determine the Right PRICING?

 
 
 

Value Innovation Strategy Best Practices

 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?

 
 
 

How Can Incumbents Respond to Disruptors?

 
 
 

Innovating by Reconsidering Value Delivery

 
 
 

Classes of Innovation | Sources of Innovation

 
 
 

In Which Direction Should we Grow our Portfolio?

 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

 
 
 

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What Makes a Company Innovative?

 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

 
 
 

Entrepreneurial Strategies in Emerging Markets

 
 



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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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