Blåa Oceanens Strategi

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Blåa Oceanens Strategi och Röda Oceanen

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

  1. En är att lansera helt nya industrier, som t.ex. eBay gjorde med onlineauktioner.
  2. 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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Forum om Blåa Oceanens Strategi.


What is the Four Action Framework?
I am looking for more information on the 4 action framework. I found that it's a key tool in the Blue Ocean Strategy pro (...)
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0 kommentarer
What are Execution Hurdles in Blue Ocean Strategy?
Stumbling on the web I found there are 4 execution hurdles in Blue Ocean Strategy: 1. Cognitive 2. Motivation 3. Reso (...)
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Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be transformed into customers. They differ in their relative distance fr (...)
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Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a buyer has in the va (...)
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1 kommentarer
Blue Ocean Strategic Sequencing - Apple
I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new pr (...)
8
 
2 kommentarer
Blue Ocean Strategy: Buyer Utility Levers
In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers: 1. Productivity 2. Sim (...)
8
 
1 kommentarer
The Importance of Innovating
This model is useful because it makes managers think about breaking the rules of competition. Aristoteles said: "You ca (...)
7
 
1 kommentarer
This Isn't Strategy?
This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It (...)
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2 kommentarer
Not Properly Contested Markets
Some markets are not properly contested, can such a situation be considered as a blue ocean? (...)
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BOS in Less Developed Countries
Kim & Mauborgne: create uncontested market space and make the competition irrelevant. In the market place in less devel (...)
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1 kommentarer
Navy Federal Credit Union
I am seeking to identify ways in which Navy Federal Credit Union (NFCU) can convert and break away from the competition. (...)
6
 
1 kommentarer
Blue Ocean Strategy for UPS
UPS currently operates world wide and is at the forefront with electronic shipping technologies and a massive fleet of t (...)
6
 
1 kommentarer
Blue Ocean Strategy Sequence L.L. Bean
The four steps of strategic sequencing for L.L. Bean's Blue Ocean Strategy (BOS) begin with buyer utility and the six st (...)
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1 kommentarer
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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14 kommentarer
Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home video and video game rental services. - Buyer utility: Blockbuster al (...)
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2 kommentarer
Blue Ocean Strategy versus RBV and MBV
Hi everybody, how does Blue Ocean Strategy fit in between the major strategy approaches (e.g. Market-based view (Porter) (...)
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0 kommentarer
Blue Ocean Strategic Sequencing - Amtrak
To get Amtrak to a blue ocean, I propose to make it a more family-friendly product with a kids’ car (similar to Disney’s (...)
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Blue Ocean Strategic Sequencing for US Airways?
US Airways is in in a red ocean, they must determine there their 3 tiers of consumers. For them to work toward a Blue Oc (...)
4
 
1 kommentarer
Verizon Communications Strategic Sequencing
Verizon communications Strategic Sequence: - Buyer utility-mobile devices unlock exceptional buyer utility in terms of (...)
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Nintendo's Wii BOS Strategic Sequence
Get the Strategic Sequence right," is an important part of the Blue Ocean strategy. Buyer utility, price, cost and adopt (...)
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1 kommentarer
Blue Ocean Strategy Research
I am a Phd Student and would like to do a research in Blue Ocean Strategy. Any research model can you suggest. (...)
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2 kommentarer
BOS and ROS are Both Supplier Centric
In both ROS and BOS the focus is on the supplier and on competition with other supplier(s). Both try to outdo the compet (...)
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Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Blue Ocean environment it is certainly a company that has a history of p (...)
3
 
0 kommentarer
The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we are looking at the sequence of the Blue Ocean Strategy. And more specifi (...)
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Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has to be Strategic Sequencing. The components of BOS strategic sequencing (...)
3
 
1 kommentarer
Nestle Blue Ocean Strategy Sequencing
Nestle's Blue Ocean Strategy Sequence Greetings to the group. For an assignment I described a Blue Ocean strategy seque (...)
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2 kommentarer
Best Buy - Blue Ocean Strategy Proposal
I’ve chosen Best Buy to form a Blue Ocean strategy. The idea is to offer music lessons and basic computer courses to acc (...)
3
 
1 kommentarer
Papa Murphy's Strategic Sequence
Papa Murphy’s strategic sequence: - Buyer Utility - as a retailer of take n bake pizzas, Papa Murphy’s provides an alte (...)
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Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Blue Ocean Strategy co (...)
3
 
0 kommentarer
Getting the Strategic Sequence Right for Verizon Wireless Droid Pro
Verizon wireless has come out with a new phone called the droid pro. The sequence of Blue Ocean strategy consists of: th (...)
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1 kommentarer
How to Start with Blue Ocean Strategy?
I am in the process of starting up a company. I was advised to use Blue Ocean strategy but there is a lot of information (...)
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4 kommentarer
Validated Instrument for Measuring Blue Ocean Strategy
I am examining the relationship between the Blue Ocean Strategy and firm performance in the construction industry using (...)
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5 kommentarer
Blue Ocean Strategic Sequencing on Disney
For school, I have to devise a blue ocean strategy for a specific business and industry (and post it in a user group suc (...)
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7 kommentarer
eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their ability to capitalize on their first mover advantage and immense popula (...)
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8 kommentarer
Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows: - Buyer utility. They created buyer utility by offering convenience a (...)
2
 
0 kommentarer
CSR Part of Blue Ocean Strategy
Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent research concluded t (...)
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0 kommentarer
Sony Playstation in Medical Field
Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. I choose Sony Playst (...)
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2 kommentarer
Blue Ocean Strategic Sequencing - Exxon Mobil
I’m completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue Ocean sequencing. Bu (...)
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1 kommentarer
Blue Ocean Strategy Success Example in India
Another example of huge success of blue ocean strategy is 2 wheeler market in India in mid eighties. Upto mid eighties (...)
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First Mover Advantage / Price Maker in BOS
As soon as an organisation identified a new sector/industry as a part of BOS and enter it successfully, they will get a (...)
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0 kommentarer
Strategic Sequencing Education Industry for Adults
There needs to be significant changes in the way education is delivered to adult learners. A new company could use this (...)
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0 kommentarer
Six Paths Framework for Property Management Companies
For the property management industry, one of the major issues that keep companies in the red ocean is simply trying to b (...)
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Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household cleaning supplies si (...)
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1 kommentarer
Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are four principles that make up the Blue Ocean strategy: buyer utility, (...)
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0 kommentarer
BP Moving From Red Ocean to Blue Ocean
BP have much to do to move from red ocean to blue ocean. They must figure out a way to redeem themselves to please the m (...)
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3 kommentarer
Blue Ocean Strategic Sequencing in Office Furniture
I am working on a Blue Ocean strategy for a course I am taking, and am hoping to get a bit of input on what I have devel (...)
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1 kommentarer
Blue Ocean Strategic Sequencing - Best Buy
Buyer utility. For Best Buy, I see the most compelling reason the mass of people flock there is because of the vast prod (...)
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2 kommentarer
Wal-Mart Strategic Sequence
Based on the BOS sequence, Wal-Mart (branded as Walmart since 2008) is clearly in a blue ocean: The buyer utility is ob (...)
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2 kommentarer
Blue Ocean Strategic Sequencing - Dell
I have been researching dell for the past several weeks in my business class and we are currently looking at the Blue Oc (...)
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3 kommentarer
Best Practices

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Topprankade ämnen om Blåa Oceanens Strategi. Här hittar du de mest värdefulla idéerna och praktiska förslagen.


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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43 kommentarer

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 durin (...)
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7 kommentarer

What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will only work if it’s formulated in the right strategic sequence. Without f (...)
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4 kommentarer

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 (...)
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1 kommentarer

Blue Ocean Strategy Disadvantages
While most of the participants in this forum are quick to point out the first mover advantage that a BOS creator gets, w (...)
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10 kommentarer

What is a Pioneer-Migrator-Settler Map (PMS Map)?
In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler Map? I read it is a key tool in the Blue Ocean Strategy proce (...)
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1 kommentarer

Differences in BOS / ROS Cultures
I have discovered over the last five years that in Red Ocean Strategies (ROS) people compete to maintain a competitive e (...)
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15 kommentarer

BOS = Niche Market Strategy
Is BOS not just another phrase for a niche market strategy? They share the common feature of a 'lone player'. (...)
20
 
4 kommentarer

How to Avoid Imitation of Blue Ocean Strategy?
After creating a new market/industry, how can competitors be restricted to imitate the same. Is a complete overlook by t (...)
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5 kommentarer

Blue Ocean Strategy in Small Companies
For most small businesses in the current environment, staying alive is a major issue! Simply paying the bills tends to d (...)
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11 kommentarer

Creating a New Mental Category
Blue ocean strategies are basically about creating a new mental category or a frame of reference. For example, Red Bull (...)
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25 kommentarer

Why is it called 'Blue' Ocean Strategy?
I would like to know meaning of 'blue' and its meaning when we refer to Blue Ocean startegy. Why it is called blue and n (...)
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9 kommentarer

Six Paths to Moving from Red to Blue Ocean
I am seeking feedback on my class project. I am trying to move a red ocean company to a Blue Ocean company. I am working (...)
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3 kommentarer

Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean (...)
15
 
8 kommentarer

BOS: more of the same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Tro (...)
15
 
17 kommentarer

Can a Blue Ocean Eventually Turn Into a Red Ocean?
When a company creates a blue ocean by foreseeing an opportunity, there is always a chance of other companies entering t (...)
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8 kommentarer

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

The Context Determines BOS or ROS
A good strategy is a winning strategy. So in some circumstances we need to use BOS and in some other ROS fits better. Th (...)
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3 kommentarer

Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. How Google made it to the top ? Adopting BOS ? Google is a wonderful c (...)
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3 kommentarer

Define the Gap in the Market
Launching new company (for example in medical equipment) with a me-too kind of product is always having a traction into (...)
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3 kommentarer

Blue Ocean is Economics Failure
In my opinion, the idea of a Blue Ocean hurts the basic principles of economics which results in all economic profits te (...)
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6 kommentarer

Experttips

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Avancerad insikt om Blue Ocean Strategy (Engelsk). Här hittar du professionella råd från experter.


Diagnostic Framework for Building a Blue Ocean Strategy

Blue Ocean Strategy Formation
Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is b (...)

Challenging the Existing Strategic Logic

Blue Ocean Strategy Tools
A great BOS-tool Kim and Mauborgne described is the "Four Actions Framework". This Four Actions Framework can be used to (...)

How to Find Good Product Ideas? List of 10 Approaches

Discovering New-Product Ideas, Creative Approaches
In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten way (...)

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools
Summaries of 12 Blue Ocean Strategy tools by Kim & Mauborgne: 1. PMS Map – Pioneer-Migrator-Settler Map. A key tool in (...)

Innovation Pitfalls

Avoiding Innovation Traps
Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...)

The Value Creation Logic Types

Discovering Blue Oceans
Based on Stabell and Fjeldstad’s value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a uniq (...)

How to Find or Create A Blue Ocean?

Approaches to Reconstruct Market Boundaries
In their book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Kim and (...)

Recent Innovation Trends | New Innovation Types

Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the las (...)

How to Detect Consumer Needs that are Unmet?

Product Innovation, New Product Development, Innovation Strategy
In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. E (...)

Pitfalls and Obstacles in Product Development Strategy

Product Development, Product Portfolio Management
Although product development can be an important growth strategy, it is necessary to keep in mind that several factors t (...)

Value Innovation Strategy Best Practices

Understanding the Fundamentals of Blue Ocean Strategy
The fundamentals of the "Blue Ocean" concept can be found in an earlier HBR artice by W. C. Kim and R. Mauborgne (1997) (...)

A Closer Look Into Customer Value

Customer Value Analysis, Strategic Marketing, Innovation Strategy
It is often argued that customer value is required for staying competitive and successful as organization. But in what w (...)

How to Think Differently in Blue Ocean Strategy and Innovation?

How to Be Innovative
Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So inno (...)

How to Determine the Right PRICING?

Steps to Strategic Pricing
One major part of the Blue Ocean Strategy is the Strategic Pricing. To help managers find the right price for a product/ (...)

How Can Incumbents Respond to Disruptors?

5 Strategic Options in Reaction to Disruptors
In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and fr (...)

How to Lead an Innovation Team

Best Practices, Innovation Team Management
In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strate (...)

In Which Direction Should we Grow our Portfolio?

Portfolio Strategy, Innovation Strategy
According to Professor Aneel G. Karnani in 'Mastering Strategy', there's no standard way to gain market value for all bu (...)

Innovating by Reconsidering Value Delivery

Fundamental Innovation
When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...)

Classes of Innovation | Sources of Innovation

Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes: KNOWLEDGE PUSH: Innovation trig (...)

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

Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide info (...)

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Innovation Management
Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dea (...)

What Makes a Company Innovative?

Innovation Best Practices, R&D Best Practices, Corporate Innovation
A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovat (...)

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the (...)

Entrepreneurial Strategies in Emerging Markets

Emergent Strategy, Entrepreneurship, Strategic Innovation
Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerging markets while bi (...)
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