This framework addresses not only the analytic aspects behind the creation of blue ocean strategy but also the allimportant human aspects of how to bring an organization and its people on this journey with a willingness to execute these ideas in. Chan kim and renee mauborgne in their bestselling book of the same name. The strategy canvas is both a diagnostic and an action framework for building a compelling blue ocean strategy. 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. The blue ocean strategy represents the way in which to open up an untapped market space and create demand and growth opportunities kim and mauborgne, 2004. 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. This study aims to understand how blue ocean strategy can be implemented in. The blue ocean strategy explains how to guide your business across seas with less competition and greater profitability. List the factors the customer cares about, and current dimensions of competition. What is strategy strategy management is a collection of decision and action that produces the formulation and implementation of the plan. After reading you will understand the basics of this powerful strategy tool. Bob ruffolo shares his companys strategy canvas and details how impact is making the competition irrelevant.
Market knowledge, blue ocean strategy, and competitive advantage. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. One is to launch completely new industries, as ebay did with online auctions. The chart above summarizes the distinct characteristics of competing in red oceans red ocean strategy versus creating a blue ocean blue ocean strategy. The strategy represents the simultaneous pursuit of high product differentiation and low cost, thereby making competition irrelevant.
Importance of the blue ocean strategy to a business bizfluent. Red ocean strategy blue ocean strategy the statistical population and community of customers in the blue ocean strategy include kim and mauborgne, 2005. 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. This article explains the blue ocean strategy, developed by w. How to create uncontested market space and make the competition irrelevant by w. How to create uncontested market space and make the competition irrelevant, 8. Blue ocean strategy impact branding and design,united states the ceo and founder of impact branding and design, an inbound marketing agency, reveals that the company is following a blue ocean strategy. Blue ocean strategy argues that tomorrows leading companies will succeed not by battling competitors, but by creating blue oceans of uncontested market space, where competition is rendered irrelevant of companies that made competition irrelevant in their industries to elicit the strategic logic behind blue ocean strategy. There is ample opportunity for growth that is both profitable and rapid. Blue ocean strategy is a landmark idea founded by w. Pdf blue ocean strategy for project based organizations. His book blue ocean strategy, coauthored with renee mauborgne, has sold 3. The competition on the market is getting stronger and more difficult to overcome, in many.
How to create uncontested market space and make the competition. Rendezvous next year in november 2016 for the third edition. Blue ocean strategy focuses on the ability to create new market space where there is no competition and. Strategic planning and decision making has an important role in organizational development and sustainability. In this article you will learn the plan they outline for how to make your competition irrelevant and have sales and profit growth in excess of anything you thought was even possible. Most prominently, since 2009 the malaysian government has implemented a national blue ocean strategy to lift the living standard of the country and to. In a few cases, companies can give rise to completely new industries, as ebay did with the online auction industry.
But its much more common for a blue ocean to be created from within a red. The blue ocean strategy making your competition irrelevant. Kim and mauborgne rank in the top 3 management gurus in the. The concept of blue ocean strategy first took the business world by storm in 2005 when authors w. Blue ocean strategy is a book published in 2005 and written by w. Red ocean in blue oceans, demand is created rather than fought over.
Chan kim and renee mauborgne who studied over 150 strategic moves made between 1880 and 2000 in more than 30 industries. I hereby declare that i worked out the diploma work asit applied. Pdf harvard business school press blue ocean strategy. They are the authors of the new york times and wall street journal bestseller blue ocean shift. There are two types of oceans in this world, according to authors w.
Tools and frameworks for creating and capturing blue oceans it is constructed to create a new value curve and when you apply the four actions framework to the strategy canvas of your industry, you get a. A blue ocean strategy leading to business model generation when creating a value for the mature consumer, we need a strategy. For that there is nothing better than something called the blue ocean strategy. Welcome to blue ocean strategy were thrilled to have you on board. Blue ocean strategy formulation the four principles of strategy formation this blog article is a summary of the book by w. The green ocean innovation model international journal of.
Ikea has said it plans to set more than double its number of stores in china by 2015. November 2015 andreas karaoulanis this paper aims to give the main guidelines for strategic implementation of blue oceans strategy and how this kind of strategy is. The tenyear expanded edition of blue ocean strategy came out this year. Black ocean strategy a probe into a new type of strategy. The blue ocean strategy book has been sold over 3,5 million times, was published in 43 languages and is a bestseller across five continents. Blue ocean strategy and sustainability for strategic management. The blue ocean strategy is a business book that has become mandatory for modern managers by proposing an organized structure to identify and implement differentiation in any industry and help you grow your business faster. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. Summary capter 1 4 of blue ocean strategy by lauri di vino. First published in 2005, it was updated and expanded with fresh content in 2015. Jul 21, 2010 blue ocean strategy is the bestselling book which launched a worldwide revolution in business strategy. Blue ocean strategy is a new way of thinking, a new strategic mindset, a bold new path to winning the future. Blue ocean strategy, expanded edition harvard business publishing.
Chan kim and renee mauborgne, published by harvard business school press, boston, massachusetts, 2005, isbn 97815996192 blue ocean strategy is a business strategy book, first published on february 3, 2005. He is known as coauthor of the 2005 book blue ocean strategy. Blue ocean studio you can access a free trial here. They are the authors of blue ocean strategy, which has sold over 3. Use value innovation to create competitive advantages in blue ocean. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was. The objective of blue ocean strategy is to make competition irrelevant by creating a new value curve for both customers and the company itself. Blue ocean strategy paper adel erolsky university of phoenix mkt421 ron rosalik august 25, 2014 blue ocean strategy paper in todays business world, competition is a big concern for nearly every corporation. Now updated with fresh content from the authors, blue ocean strategy argues.
Set sail towards your blue ocean jk beteiligung gmbh. This group includes those who are consistently using the existing products and services. Blue oceans strategy is the approach that suggests a company is better off searching for ways to play in uncontested market places instead of engaging with competition in existing marketing spaces. Blue ocean strategy including examples and pdf download. The blue ocean strategy is best illustrated by the performance of cirque du soleil. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. Jul 27, 2015 blue ocean strategy argues that tomorrows leading companies will succeed not by battling competitors, but by creating blue oceans of uncontested market space, where competition is rendered irrelevant of companies that made competition irrelevant in their industries to elicit the strategic logic behind blue ocean strategy. Blue ocean strategy formulation the four principles of. Value innovation strategy competes in an uncontested market space. Blue ocean strategy is a method of creating business strategy of the enterprise, which was described in a book by w. The authors discuss the benefits for business owners to leave the red ocean. Blue ocean strategy and sustainability for strategic. Chan kim and renee mauborgne, professors at insead. Blue ocean strategy case study service nsw 3 1 introduction blue ocean strategy1 has been used extensively to transform the public sector around the world at a local, state and national level.
Chan kim and renee mauborgne are professors of strategy at insead and codirectors of the insead blue ocean strategy institute. This blog article is a overview of some of the key points of the book by w. Chan kim and renee mauborgne wrote a bestselling book, blue ocean strategy, which has been translated into 43 languages. It was built on the notion of creating new markets where competition is irrelevant and the opportunity to grow and be profitable is unlimited.
Blue ocean strategy presents a systematic approach to making the competition. In red oceans, there is a competitiveadvantage worldview, companies are often driven to outperform rivals and capture greater shares of existing or shrinking market space. The concept of blue ocean is based on the idea that the business universe is made up. In this article you will learn how to make your competition irrelevant and have sales and profit. Their book teaches readers how to create uncontested markets for.
Competing strategy differentiation vs low cost leadership which of the factors that the industry takes for granted should be eliminated. The strategic edge of a blue ocean thinker insead knowledge. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. The blue ocean strategy team congratulates all of the 2015 blue award winners and the organizers of the blue awards competition and event, axessio and hec business school paris. A blue ocean, as used in the title of this book and strategy, is basically uncharted territory in the business world. Expanded editions of blue ocean strategy were published in 2015 and 2017, respectively. Blue ocean strategy is the bestselling book which launched a worldwide revolution in business strategy. Basically, the blue ocean strategy indicates a radical or disruptive innovation where companies innovate so that they do not have to compete with products from. An introduction to blue ocean strategy mba knowledge base.
Chan kim and renee mauborgne to understand the strategic edge it brings, its impact on business education at insead and around the. Also it is the organizations ambitious and successful mission to create and innovate value and rely on strategic moves away. They are the authors of blue ocean strategy, which is recognized as one of the most iconic and impactful strategy books ever written. Achieved via the delivery of features that have a highest marginal benefit to customer needs. Blue ocean strategy is the result of research by professors w. You cannot copy in full or in part any of our full text content and our original ed images without our prior consent. They represent businesses that may not be around today, or werent around until they came on to the scene.
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. Most of the bowl was sold in the market made of the raw materials glass and plastic. Blue ocean strategy tried to encourage the business into a new. Blue ocean strategy introduces analytical tools to minimize risk. Furthermore the blue ocean strategy was awarded with. Hong kongchinese hospitalinvestment firm zhuhai blue ocean. Chan kim born 1952 is a koreanborn business theorist, professors of strategy and management at insead, and codirector of the insead blue ocean strategy institute in fontainebleau, france. They are completely or relatively satisfied with provided service. Pdf recent years have seen the emergence of a number of project based. There is ample opportunity for growth tbat is both profitable and rapid. Theeffect of blue ocean strategyon increasing competitive. This strategy makes possible for companies, entrepreneurs to increase their chances of success. Essay about blue ocean strategy 825 words bartleby.
Some time, one customer said, when she plan to buy some bowls, cups or small. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. Like the blue ocean, it is vast, deep and powerful in terms of opportunity and profitable growth. Hong kongchinese hospitalinvestment firm zhuhai blue ocean strategy medical co. The strategy canvas visualizes the current state of the industry and shows how a blue ocean strategy differs from incumbents. It is the idea of trying to find market spaces that are free of competitors by creating and caputuring new demand. We believe that blue ocean strategy will send you on the right path towards creating your own uncontested space. We love to know how blue ocean strategy, blue ocean shift, and blue ocean leadership is applied around the world by other people and we monitor for blue ocean mentions so we will know if you do not abide by our rules.
Dec 15, 2015 the tenyear expanded edition of blue ocean strategy came out this year. Blue ocean strategy continues to grow in popularity across the world and is widely used in practice and in mba and executive education classrooms. Challenging the conventional competition based approaches to business strategy, blue ocean. Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. Four reasons why blue ocean thinking is crucial insead. What is blue ocean strategy about blue ocean strategy. Chan kim is the codirector of the insead blue ocean strategy institute and a chair professor of strategy and international management at insead.
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