
Vad är Blue Ocean Strategy (Att skapa nya marknader förutsättningar) Kim? Beskrivning
I stället för att konkurrera inom begränsningarna hos den existerande industrin eller att pröva att stjäla kunder från rivaler (den blodiga eller "Röda Oceanens Strategi") W. Chan Kim och Renée Mauborgne föreslår den "Blåa Oceanens Strategi": utveckla obestridda marknadsområden som gör konkurrensen irrelevant.
Enligt Kim och Mauborgne ifrån HBR Oktober 2004, att konkurrera i överbefolkade industrier är inget bra sätt att bibehålla en hög prestationsnivå. Den verkliga möjligheten är: att skapa blå oceaner av oomtvistade marknadsområden.
Konkurrensfördel kritik
Naturligtvis är konkurrensen viktig. Men genom att fokusera på konkurrensen och konkurrensfördel, enligt Kim och Mauborgne, har forskare, företag och konsulter ignorerat två mycket viktiga - och långt mer inbringande - aspekter av strategin:
- Att finna och utveckla blå oceaner, och
- Att exploatera och skydda blå oceaner. Dessa utmaningar är mycket olika de som strategerna har givit mest uppmärksamhet åt.
På blå oceaner skapas behov, i stället för att slåss om dem. Det finns mycket goda möjligheter för tillväxt som är både lönsamma och snabba.
Två vägar till att skapa blå oceaner
- En är att lansera helt nya industrier, som t.ex. eBay gjorde med onlineauktioner.
- Det är mer vanligt för en "blå ocean" att skapas inifrån en röd ocean, när ett företag utvidgar gränserna i en existerande industri.
Självklart förtjänar Kim och Mauborgne beröm för att ha belyst det faktum att det blivit lite för mycket fokus på konkurrensfördelar och också för deras härliga metafor med de två typerna av oceaner.
Bok: W. Chan Kim, Renée Mauborgne - Blue Ocean Strategy
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De bästa, högst rankade ämnena om Blåa Oceanens Strategi. Här hittar du de mest värdefulla idéerna och praktiska förslagen.
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Avancerad insikt om Blue Ocean Strategy (Engelsk). Här hittar du professionella råd från experter.
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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:
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Olika informationskällor om Blåa Oceanens Strategi. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops.
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Introduction to BOS Comprehensive Presentation Introducing BOS Comprehensive presentation introducing BOS. Topics:
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Republishing in ...
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