Blue ocean strategy proposes that businesses can have more success by creating a blue ocean, rather than trying to compete in the red ocean the traditional market space that is filled. Chan kim and renee mauborgne in their bestselling book of the same name. He is coauthoring an ebook called strategy made simple and is the lead. This book brings the best of those articles together all in one place. Jul 15, 2014 blue ocean strategy, by renee mauborgne and w. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades. Our multimedia cases and interactive exercises are designed to help you build a deeper understanding of key blue ocean strategy concepts, developed by worldrenowned professors chan kim and renee mauborgne. Developing blue ocean strategy of sustainable product. Pdf investigating the patterns of valueoriented innovations in. A lot has been written about it and i would have said practically everything had been said about it until i looked up the book on amazon to see the current price.
Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. Challenging an industrys conventional wisdom about which buyer group to target can lead to the discovery of new blue ocean. A third tool, the eliminatereduceraisecreate grid, pushes firms to act on all four questions posed by the four actions framework and to create a new value curve. Despite a longterm decline in the circus industry, cirque du soleil profitably increased revenue 22fold over the last ten years by reinventing the circus. View notes blue ocean strategies summary from mgmt 430 at university of washington. Essay on blue ocean strategy a marketing book 1053 words. How to create new market space and make the competition irrelevant, boston. He is co authoring an ebook called strategy made simple and is the lead. Blue ocean strategy, strategic thinking, red ocean, innovation, concept.
Some strategic planning models are based on theories that dont quite pan out during gotomarket executions. The business universe consists of two distinct kinds of. Chan kim harvard business school press, 2005, conceived of a new way for companies to drive profitable growth. How to create uncontested market space and make competition irrelevant, is a market space that is undeveloped, and untapped by competitors. The companies adopting the blue ocean strategy are free from competition since they are the new entrants. Blue ocean strategies summary blue ocean strategies a.
Chan kim at the panasonics crossvalue innovation forum 2018 in tokyo. Blue ocean strategy how to create uncontested market. While the book is aimed primarily at large, traditional businesses, our book club members managed to scale some of the advice to fit our needs. Guillaume nicolas master s program in leadership and management in international context. Summary of the first four chapters of the international bestseller blue ocean strategy. Blue ocean strategy is the most successful book on business masterplanning the economist a great read for any leader looking to get a real edge in business and establish a real competitive advantage in the market. Blue ocean strategy 1creating blue oceans 3 2 analytical tools and frameworks 23 part two. Is higher education ready for blue ocean strategies. She has taken an initiative to introduce business school concepts and texts in her high school classes. Through a questionnaire survey and expert interviews, this research adopts the concept of sustainability to discuss the lifestyle and consumption characteristics of the bop group and.
Chan kim and renee mauborgne of the blue ocean strategy institute and professors at frances insead business school and cofounders of the value innovation. Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space. Achieved via the delivery of features that have a highest marginal benefit to customer needs. After reading you will understand the basics of this powerful strategy tool what is the blue ocean strategy. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. Pdf epub mobi ebooks are now available on this website. Blue ocean strategy proposes that businesses can have more success by creating a blue ocean, rather than trying to compete in the red ocean. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition. Blue ocean shift is the essential followup to blue ocean strategy, the classic and over 4 million copy global bestseller by worldrenowned professors chan kim and renee mauborgne drawing on more than a decade of new research, blue ocean shift is the definitive guide to help you move beyond competing, inspire your peoples confidence, and seize new growth. Leadership and management in international context tutor. Blue ocean strategy how to create uncontested market space and make the competition irrelevant boston. They represent businesses that may not be around today, or werent around until they came on to the scene. Public sector application and research, including the application of blue ocean shift, blue ocean strategy, and blue ocean leadership to governments and nonprofits. This blog article is a overview of some of the key points of the book by w.
In contrast, blue ocean strategy originated from a study that took place over 10 years and analyzed company successes and failures in more than 30 industries. Of the many strategic planning models that exist, the blue ocean strategy could be considered the pacifist of the group. Based on an eponymously titled book, this strategy argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. The strategy canvas provides a highly visual tool to help look at future options. In this article you will learn how to make your competition irrelevant and have sales and profit growth in excess of anything you thought was even possible. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant. Sep 26, 2016 the strategy canvas provides a highly visual tool to help look at future options. Blue ocean strategy principles strategische planning, bedrijfsplanning. Pdf several scholars dealing with business innovation individuate a great. Innovation, new market space and creating demand are central characteristics. Chan, mauborgne, renee, mauborgne, renee a download it once and read it on your kindle device, pc, phones or tablets. Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Further the blue ocean strategy aims to create new best practice rule by breaking the existing value cost trade off, thereby creating uncontested market space, thus making the competition irrelevant. Essay on blue ocean strategy a marketing book 1053.
The insead blue ocean strategy institute is dedicated to extending the research on blue ocean shift, blue ocean strategy, and blue ocean leadership by. Social sector application and research, including such topics as how blue ocean strategy can be applied in the developing world to mitigate poverty and improve education and health. May 26, 2015 summary of the first four chapters of the international bestseller blue ocean strategy. Blue ocean strategy how to create uncontested market space and make competition irrelevant. Blue ocean strategy can be found on amazon blue ocean strategy. You may or may not agree with the central philosophy, but you will be inspired. Chan kim and renee mauborgne 2006 blue ocean strategy has been described as a must read for all business students. Blue ocean strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture their own blue oceans. As an alternative, the kindle ebook is available now and can be read on any device with. How to create uncontested market space and make the competition irrelevant kindle edition by kim, w. If you are a student of business mba, then this top strategy book by michael porter is a mustread. Blue ocean strategy is a bad book, but it is not your usual bad book. Blue ocean strategy generally refers to the creation by a company of a new, uncontested market space that makes competitors irrelevant and that creates new consumer value often while decreasing costs.
Use features like bookmarks, note taking and highlighting while reading blue ocean strategy, expanded edition. Chan kim and renee mauborgne, professors at insead. In this article you will learn how to make your competition irrelevant and have sales and profit. When looking across primary products and services in the step of the. A school is a corporate entity in a red ocean of imperatives that require solutiondriven action such as demand exceeding supply leading to too many students in a class, real or imagined overwhelming workload encountered by teachers and pedagogical issues of learning and teaching mismatch. The real opportunity is to create blue oceans of uncontested market space. Download blue ocean strategy pdf including examples. Made by group d of the minor global trendwatching 2015. How to create uncontested market space and make the competition irrelevant book online at best prices in india on. Albeit it is very complex and hard to read, it is well worth the effort.
Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. Chan kim and renee mauborgne heres the strategy create new markets. Those who want to create a blue ocean strategy for their company must focus on value innovation that makes the competition irrelevant by the simultaneous pursuit of differentiation and low cost, thus creating a leap in value for the customers and an uncontested market space for the company. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Blue ocean strategy a blue ocean strategy is a strategy where the companies initiate to explore the unexplored market space rather than competing with the existing firms by producing the existing products or services. Blue ocean strategy is a book published in 2005 and written by w. May 30, 2017 to join the free indie business book club, click here. This article explains the blue ocean strategy, developed by w. May 23, 2016 she has taken an initiative to introduce business school concepts and texts in her high school classes. This international bestselling book sold more than a million copies in its first year of publication, and has.
It should be noted that most new business launches today are launches in the red ocean domain. The seminal book blue ocean strategy has sold over 3. Through their book, blue ocean strategy, authors kim and mauborgne have presented a framework and the tools for the. When expressed through a value curve, an effective blue ocean strategy has three complementary qualities. Chan kim and renee mauborgne, are both prominent professors at insead in fontainebleau, france. In an audiobook that challenges everything you thought you knew, w. When you break the bounds of existing industries, competition becomes irrelevant. A school is a corporate entity in a red ocean of imperatives that require solutiondriven action such as demand exceeding supply leading to too many students in a class, real or imagined overwhelming workload encountered by teachers and pedagogical issues of. Blue ocean strategy order description 1 article summary 2 blue ocean strategy a list of related materials, with annotations to guide further exploration of the articles ideas and applications 11 further reading competing in overcrowded industries is no way to sustain high performance. How to create uncontested market space and make the competition irrelevant, w. In 2015, an updated edition of blue ocean strategy was published. To join the free indie business book club, click here. Blue ocean strategy is a business strategy book, first published on february 3, 2005 by the harvard business school press.
It is a dangerous bad book because it takes some thinking to figure out why it is bad, despite its success, and despite the fact that its key metaphor of blue ocean vs. The blue ocean strategy is best illustrated by the performance of cirque du soleil. Blue ocean strategies a summary blue ocean strategy is a business strategy book first published in 2005 and. The premise of the book is that companies can succeed by creating. At the time, horsedrawn carriages were the primary means of. When a companys strategy is formed reactively as it tries to keep up with the competition, it loses its uniqueness.
Formulating blue ocean strategy 3reconstruct market boundaries 47 4focus on the big picture, not the numbers 81 5reach beyond existing demand 101 6 get the strategic sequence right 117 fmkim. The blue ocean strategy and shift promote a fresh look at innovation webwire,japan to achieve high growth, organizations need to focus on noncustomers and capturing new markets instead of competing among crowds of challengers, advises w. Blue ocean strategy in high school curriculum youtube. Rosenbloom 11 individuate the primary objective of the business model in the proposition of the. Blue ocean strategy at france s insead business school 1468 words 6 pages. Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard casebased method. This study expands the definition of the poor group and attempts to delve into and make known the phenomenon of poverty in taiwan and aims to explore the goals and possibilities of the bop consumer market. The pdf download includes blue ocean strategy and examples.
Teachers find it hard to select good educational games, and to find out how they. Blue ocean strategy including examples and pdf download. Chan kim is the codirector of the insead blue ocean strategy institute and a chair professor of. School boards that adopt one or more of these andor other similarminded strategies will soon find themselves in a blue ocean where they are rewriting the rules and opening up uncontested market space. Students who successfully fulfil the series of bos elective courses i. List of surveyed success stories, proposed by blue ocean strategy literature. It is being published in a recordbreaking 44 languages and is a w. Blue ocean strategy february 3, 2005 edition open library. Compared with red ocean strategy, blue ocean strategy represents a significant.
Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. The on the blue ocean strategy essay 1969 words 8 pages. Companies should instead look for new market space and ways to reinvent the industry. His book blue ocean strategy, coauthored with renee mauborgne, has sold 3. All in all, blue ocean strategy is a book worth reading. Blue ocean strategy how to create uncontested market space. Paper case materials and other complementary readings will be included in the course pack. Essay about blue ocean strategy 825 words bartleby. Chan kim and renee mauborgne in the indie business book club. Chan kim and renee mauborgne strategy professors at frances insead business school, proved that in this sphere, games dont always have to be this bloody by conveying a world where companies profit and grow in a competition free. This international best seller upends traditional thinking with principles and tools to make the competition irrelevant. The blue ocean strategy bos is the strategic organizational approach that is based on the principle that companies should not engage in a competitive struggle but that.
Value innovation strategy competes in an uncontested market space. Is it possible to apply blue ocean strategy for tourism. Blue ocean strategy focuses on the ability to create new market space where there is no competition and where the demand for the services becomes uncontested. Blue ocean strategy i need help with my school assignment.
Mauborgne, professors of strategy and codirectors of the blue ocean strategy institute. Blue ocean strategy blue ocean strategy is a business strategy book published in 2005 by harvard business school publishing corporation in united state of america, it was written by w. This is the first book on a strategy that revolutionized the way companies looked. What is blue ocean strategy about blue ocean strategy. Published february 3, 2005 by harvard business school press.