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)

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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 -


Стратегия голубого океана Форум
  Applicability of the "Blue Oce
The concept is an extremely high-level approach to...
     
 
  How to Start with Blue Ocean Strategy?
I am in the process of starting up a company. I wa...
     
 
  Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organis...
     
 
  Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be...
     
 
  Blue Ocean Strategy: Buyer Utility Map
In Blue Ocean Strategy, the Buyer Utility Map is a...
     
 
  Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buye...
     
 
  Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing S...
     
 
  eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their a...
     
 
  Blue Ocean Strategy Sequence L.L. Bean
The four steps of strategic sequencing for L.L. Be...
     
 
  The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we ar...
     
 
  Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Bl...
     
 
  Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:<...
     
 
  Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning prod...
     
 
  Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has ...
     
 
  Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are...
     
 
  Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. H...
     
 
  Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home ...
     
 
  Blue Ocean Strategic Sequencing - Exxon Mobil
Im completing a college assignment and request fe...
     
 

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Лучшие Лрактики - Стратегия голубого океана Премиум
  'Purple' Ocean Strategy
If there are shallow, boiling, highly competitive,...
     
 
  Why is it called 'Blue' Ocean Strategy?
I would like to know meaning of 'blue' and its mea...
     
 
  Blue Ocean Strategy Disadvantages
While most of the participants in this forum are q...
     
 
  Blue, Green or Even Violet Ocean Strategies
I think ROS and BOS are parts of a process that al...
     
 
  Blue Ocean Strategy in Small Companies
For most small businesses in the current environme...
     
 
  Differences in BOS / ROS Cultures
I have discovered over the last five years that in...
     
 
  What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will o...
     
 
  Can a Blue Ocean Eventually Turn Into a Red Ocean?
When a company creates a blue ocean by foreseeing ...
     
 
  Six Paths to Moving from Red to Blue Ocean
I am seeking feedback on my class project. I am tr...
     
 
  Creating a New Mental Category
Blue ocean strategies are basically about creating...
     
 
  Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Por...
     
 
  Visionary Leadership and Blue Ocean Strategy
 
   
 
  BOS: more of the same
Blue Ocean Strategy is just more of the same old s...
     
 
  How to Avoid Imitation of Blue Ocean Strategy?
After creating a new market/industry, how can comp...
     
 

Expert Tips (ENG) - Blue Ocean Strategy Премиум
 

Diagnostic Framework for Building a Blue Ocean Strategy

Kim and Mauborgne introduce in their book an inter...
Usage (application): Blue Ocean Strategy Formation
 
 
 

Challenging the Existing Strategic Logic

A great BOS-tool Kim and Mauborgne described is th...
Usage (application): Blue Ocean Strategy Tools
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

In his book Product Leadership: Creating and L...
Usage (application): Discovering New-Product Ideas, Creative Approaches
 
 
 

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of 12 Blue Ocean Strategy tools by Kim &...
Usage (application): Summaries of all BOS Tools
 
 
 

Innovation Pitfalls

Harvard Professor R. Moss Kanter describes 4 commo...
Usage (application): Avoiding Innovation Traps
 
 
 

The Value Creation Logic Types

Based on Stabell and Fjeldstads value creation lo...
Usage (application): Discovering Blue Oceans
 
 
 

Recent Innovation Trends | New Innovation Types

Roland Bel (2012) outlines and explains four types...
Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
 
 
 

How to Detect Consumer Needs that are Unmet?

In their article New Business Models in Emerging M...
Usage (application): Product Innovation, New Product Development, Innovation Strategy
 
 
 

How to Find or Create A Blue Ocean?

In their book: Blue Ocean Strategy: How to Create ...
Usage (application): Approaches to Reconstruct Market Boundaries
 
 
 

Pitfalls and Obstacles in Product Development Strategy

Although product development can be an important g...
Usage (application): Product Development, Product Portfolio Management
 
 
 

A Closer Look Into Customer Value

It is often argued that customer value is required...
Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy
 
 
 

How to Determine the Right PRICING?

One major part of the Blue Ocean Strategy is the S...
Usage (application): Steps to Strategic Pricing
 
 
 

Value Innovation Strategy Best Practices

The fundamentals of the "Blue Ocean" concept can b...
Usage (application): Understanding the Fundamentals of Blue Ocean Strategy
 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?

Strategy is always related with risk, due to marke...
Usage (application): How to Be Innovative
 
 
 

How Can Incumbents Respond to Disruptors?

In recent years, the challenges to incumbent major...
Usage (application): 5 Strategic Options in Reaction to Disruptors
 
 
 

Innovating by Reconsidering Value Delivery

When innovating their business model, companies ne...
Usage (application): Fundamental Innovation
 
 
 

Classes of Innovation | Sources of Innovation

TWO CLASSES OF INNOVATION
Innovation can be t...
Usage (application): Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
 
 
 

In Which Direction Should we Grow our Portfolio?

According to Professor Aneel G. Karnani in 'Master...
Usage (application): Portfolio Strategy, Innovation Strategy
 
 
 

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

The probability of success of a major innovatio...
Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
 
 
 

How to Lead an Innovation Team

In order to become a great innovation team leader,...
Usage (application): Best Practices, Innovation Team Management
 
 
 

What Makes a Company Innovative?

A futurethink 2006 Innovation Tracker Survey menti...
Usage (application): Innovation Best Practices, R&D Best Practices, Corporate Innovation
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Christensen explains why many firms, especially la...
Usage (application): Innovation Management
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Today, organizations are increasingly developing a...
Usage (application): Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
 
 
 

Entrepreneurial Strategies in Emerging Markets

Chanvatipsakul and Wongsurawat (2013) examined the...
Usage (application): Emergent Strategy, Entrepreneurship, Strategic Innovation
 
 

Ресурсы - Стратегия голубого океана Премиум
 

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)


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