Blue ocean strategy and new business models in the food industry. Whilst bos is a useful thinking technique, it also focuses on markets where there are no customers. Blue ocean strategy displays an orderly way to deal with making the challenge unessential and traces standards and instruments any organization can use to make and catch their blue seas. Blue ocean strategy while lean six sigma is great for optimizing existing processes, it can sometimes inhibit the development of new products and markets. Blue ocean strategy, one of the best seller books has received tremendous. In the ten years since the first edition of blue ocean strategy was published, professors kim and mauborgne have had myriad conversations with. Chan kim, of blue ocean strategy, expanded edition 2015.
Blue ocean strategy powerpoint template slidemodel. Similarly, formulae 1 hotels have been categorized as the case of both hybrid strategy. In their 2005 bestselling book blue ocean strategy w. Pdf on sep, 2015, mohammed r ahmed and others published blue ocean or green ocean strategy. 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. Blue ocean strategy formulation the four principles of strategy formation this blog article is a summary of the book by w.
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. The subscription model removed costs associated with low value activities in purchasing and deploying the service, allowing them to focus on strategic activities with a greater impact on their business customers could test the application in a single work group or division first, then extend the use. This study aims to understand how blue ocean strategy can be implemented in. It requires the right research, patience and focus. Strategy and thinking is not limited by preconceived barriers, and a shift happens from a focus on the supply side to a focus on the demand. We have come to think of them as red ocean traps, because they effectively anchor. Companies pursue blue ocean strategies to make competition irrelevant. Blue ocean strategy including examples and pdf download. Blue ocean strategy provides a theoretical framework and a practical roadmap for companies to break away from the cutthroat competition in existing industries and create new market space of profitable growth. 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. Pdf blue ocean strategy for project based organizations. Exploring new and uncontested markets to grow your business and brands.
Blue ocean strategy and new business models in the food. How to create uncontested market space and make the competition irrelevant hardcover january 20, 2015. Netflix disrupted the market, instead of competing on price or. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. The concept of blue ocean is based on the idea that the business universe is made up. View the entire blue ocean leadership series here w. How to create uncontested market space and make the competition irrelevant by w. Based on a study of 150 strategic moves spanning more than 100 years. Sep 23, 2014 download a pdf of this article and check back next tuesday for how to see your leadership reality. Embraced by organizations and industries worldwide, blue ocean strategy is a global phenomenon that has sold over 4 million copies, is published in a recordbreaking 46 languages and is a bestseller across five continents. Chan kim and renee mauborgne are professors of strategy at insead and codirectors of the insead blue ocean strategy institute.
I have recently been reading up on the rise and huge success of netflix and how they used the blue ocean strategy to change the rules of the game. Value innovation strategy competes in an uncontested market space. Blue ocean strategy including examples and pdf download this blog article is a overview of some of the key points of the book by w. The concept of ideal strategy and its realization using white ocean. It was built on the notion of creating new markets where competition is irrelevant and the opportunity to grow and be profitable is unlimited. This is the holy grail that marketers have been seeking since we began thinking about product differentiation, market segmentation, positioning, and all the. Blue ocean strategy, innovation performance, innovation.
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. Figure 2 value innovation blue ocean strategy, 2015. Pdf blue ocean strategy download full pdf book download. Blue ocean strategy is a landmark idea founded by w. Jul 19, 2015 exploring new and uncontested markets to grow your business and brands. The on the blue ocean strategy essay 1969 words 8 pages. Blue ocean strategy is a bad book, but it is not your usual bad book. Here, strategy becomes a zerosum game where one companys gain is another companys loss, as firms are bound by existing market space.
Most prominently, since 2009 the malaysian government has implemented a national blue ocean strategy to lift the living standard of the country and to. The most appropriate unit of analysis is the strategic move, the set of managerial actions and decisions involved in making a major marketcreating business offering. Rather than competing within the confines of the existing industry or. Pages 519528 received 15 jun 2015, accepted 02 jul 2015, published. Put simply the blue ocean strategy is innovating in ways which make your competition irrelevant. Blue ocean strategy is a business strategy book, first published on february 3, 2005 by the harvard business school press. This templates provides iconography and diagrams to work with the blue ocean strategy tools.
In this way, it swam into a blue ocean, offering a plastic watch at a price that allowed people to purchase two or three watches at one. The risks of following a blue ocean strategy the adaptive. How to create uncontested market space and make the competition irrelevant, a. Till date, this has remained the most influential book. In their bestselling book, blue ocean strategy, authors w.
In this way, it swam into a blue ocean, offering a plastic watch at a price that allowed people to purchase two or three watches at one time. 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. To start thinking outside of the box, you might want to create a blue ocean strategy. Blue ocean strategy and sustainability for strategic. Welcome to blue ocean strategy were thrilled to have you on board. Chan kim harvard business school press, 2005, conceived of a new way for companies to drive profitable growth. Blue ocean strategy is a book published in 2005 and written by w. Pdf for creating new demands and open up a new market space the pursuit of. Set sail towards your blue ocean jk beteiligung gmbh. We owned a 14% market share with red box and 15% market share with blue box. Blue ocean strategy formulation the four principles of. The four pillars of blue ocean leadership insead knowledge. The premise of the book is that companies can succeed by creating.
Aim of this dissertation is to investigate whether eataly, the largest wine and food marketplace of the world, entered a blue ocean via business model innovation. Blue ocean strategy is a strategy that advice companies to go to a new market, which interest customers and avoid competition from the existing market. We believe that blue ocean strategy will send you on the right path towards creating your own uncontested space. Partial least square pls structural equation modeling sem was used to analyze the data. This international bestselling book sold more than a million copies in its first year of publication, and has. The insead blue ocean strategy open enrolment programme is based on the groundbreaking work developed by insead professors chan kim and renee mauborgne. Luis copertari in 2011 proposed a mathematical risk and ranking equations to prioritize. Venture strategies have been used by large multinationals for decades. Find all the books, read about the author, and more. They represent businesses that may not be around today, or werent around until they came on to the scene.
Hence, competition, the supply side of the equation, becomes the defining variable of strategy. May 30, 2017 it reduced costs by using plastic instead of metal, for example, and reducing the parts in each watch from 150 to 50. 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. What is blue ocean strategy about blue ocean strategy. 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.
Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. 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. Blue ocean strategy ppt slides linkedin slideshare.
Pdf blue ocean strategy for creating value of the organization. Jul, 2018 for struggling businesses, mauborgne recommended the strategy canvas, which is featured in her and kims newest book, blue ocean shift. When i read blue ocean strategy in 2006, i realized that the thought of finding these uncontested markets fit very well into what i had already planned for my company. Their iconic and impactful books, blue ocean strategy and blue ocean shift, provide a systematic approach to making the competition irrelevant and tools any organisation can use to shift from. Achieved via the delivery of features that have a highest marginal benefit to customer needs. Achieve success through innovation and make the competition irrelevant. Download a pdf of this article and check back next tuesday for how to see your leadership reality. Blue ocean strategy chapter 14 the four action framework chapter two. Red ocean in blue oceans, demand is created rather than fought over. Blue ocean strategy workshop at disted hospitality campus this short article examines the many ways blue ocean strategy bos can be used to create a better educational system. At the end of all rounds of the simulation, our company health was as follows. 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.
Essay about blue ocean strategy 825 words bartleby. Each tool has a slide for the description and application within the strategy analysis. Chan kim and renee mauborgne explicate two types of market growth strategies. 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.
This post defines blue ocean strategy and explores a few examples while pointing out the five main risks of pivoting in the search for a rich blue sea without competitors. The structure can be created or recreated by the steps taken by players in the market. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades. Aug 28, 2012 blue ocean strategy is often compared to venture strategy. The blue ocean strategy is a reconstructionist view of the market where no accepted boundaries or structure is present. Expanded editions of the book were published in 2015 and 2017. Recognized as one of the most iconic and impactful strategy books ever written, blue ocean strategy, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Blue ocean strategy bos is a management concept which. Our team in the blue ocean strategy simulation was anuket.
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. Jan 06, 2016 in their 2005 bestselling book blue ocean strategy w. Examining the emergence and evolution of blue ocean strategy. Blue ocean strategy is a marketing theory and the title of a book published in 2004 written by w.
This blog article is a overview of some of the key points of the book by w. They are the authors of blue ocean strategy, which has sold over 3. In this article you will learn how to make your competition irrelevant and have sales and profit. After reading you will understand the basics of this powerful strategy tool what is the blue ocean strategy.
This post defines blue ocean strategy and explores a few examples while pointing out the five main risks of pivoting in the search for a. Chan kim and renee mauborgne, identify mental models that undermine marketcreating strategies. Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. How to create uncontested market space and make the competition irrelevant kindle edition by kim, w. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. 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. What this book does best is give you a formula to think about. Blue ocean case study on blue ocean strategy johnson. It reduced costs by using plastic instead of metal, for example, and reducing the parts in each watch from 150 to 50. This study is aimed at analyzing the condition of a company implementing the blue ocean strategy represented by pt kintetsu world express in the period of 201220.
This article explains the blue ocean strategy, developed by w. The concept of ideal strategy and its realization using. Pdf recent years have seen the emergence of a number of project based. Blue ocean strategy available for download and read online in other formats. However, there is a large difference between these two approaches. Sep 24, 2017 blue ocean strategy requires a different mindset. Blue ocean strategy excel template think outside of the box. Find, read and cite all the research you need on researchgate. The process sounds very much like how bos is used every day in the business world because not surprisingly, people in practically any industry ask similar questions. Blue ocean strategy has helped numerous companies and organisations across the globe to create new market space and achieve pro.999 730 706 457 1062 697 615 1500 671 600 835 1454 1303 364 273 799 544 734 951 557 1000 199 1097 1443 561 1109 1426 1335 1478 1434 786 1483 411 231 1485 1227 1464 945 332 239 509 1363