Presents a set of analytical tools and frameworks that can enable firms to develop blue ocean. When expressed through a value curve, an effective blue ocean strategy has three complementary qualities. In 2017, they authored blue ocean shift, a longanticipated sequel, that instantaneously hit to top bestseller lists. Most prominently, since 2009 the malaysian government has implemented a national blue ocean strategy to lift the living standard of the country and to. Blue ocean strategy, create new markets and leave the.
Blue ocean strategy including examples and pdf download. The seminal book blue ocean strategy has sold over 4 million copies globally and is in print in 46 languages. Its a nice little book, easy to read, with breezy overviews of hand picked. Blue ocean strategy page 1 main idea the best way to beat your competition is, in fact, to stop competing against them. In other words, when you go headtohead against rivals for a share of the existing market, this is like competing in a red ocean. We believe that an understanding of blue ocean strategy will help todays companies as they. 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. It calls for profiles for leaders that are tailored to the very different. The market universe is composed of two types of oceans. The blue ocean strategy explains how to guide your business across seas with less competition and greater profitability. Blue ocean strategy ends with ten cognitive traps that can deter you from creating blue oceans or that jeopardize your execution. There youll find all the resources you needfrom ideas in practice and cases from government and private industry, to teaching materials, mobile apps, realtime updates, and tips and tools to help you make your blue ocean journey a success. We were surprised to find evidence that blue ocean strategy is sustainable.
The result is that in more and more industries, supply is. 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. Make the competition irrelevant download free epub, pdf. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. The competitive one that dominates existing markets or the innovative strategy that looks for opportunities to create new markets. 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. To learn more about the power of blue ocean strategy, visit.
Children, the mainstay of the circus audience, preferred. This blog article is a overview of some of the key points of the book by w. These will be phrased as myths that are then debunked. Video watch the latest explainer videos, case study discussions, and whiteboard sessions, featuring ideas and practical advice for leaders. 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. Pdf harvard business school press blue ocean strategy. Chart a path to creating uncontested market space and winning the future. To prosper in the future, companies need to go beyond competing. The key is understanding how to create a blue ocean market. Blue ocean strategy is a customerled strategy focusing on existing customers. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades. Chan kim is a professor of strategy and management at insead and codirector of the insead blue ocean.
Pdf harvard business school press blue ocean strategy rajeh consultancy academia. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. You can read blue ocean strategy if you want to learn how the authors suggest you do it, but there is a. We assess the profit and growth consequences of blue oceans and discuss why their creation is a rising imperative for companies in the future. Blue ocean leadership is designed to be applied across the three distinct management levels. Chan kim and renee mauborgne brings together their perennial bestseller book blue ocean strategy with their classic articles blue ocean leadership and red ocean traps. The insead blue ocean strategy institute is dedicated to extending the research on blue ocean shift, blue ocean strategy, and blue ocean leadership by chan kim and renee mauborgne and disseminating it to professors, researchers and practitioners around the globe. The seminal book blue ocean strategy has sold over 3. Blue ocean strategy hbr bestseller harvard business publishing. Those types of oceans are blood free and lead to easy, safe sailing.
It should be noted that most new business launches today are launches in the red ocean domain. The real opportunity is to create blue ocean for uncontested market space. This module introduces high impact pretested teaching materials to fill this void in the field of strategy. How to create uncontested market space and make the. To understand the nature of cirques achievement, you have to realize that the busi. Article from hbrs 10 must reads on strategy including featured article what is strategy. Blue oceans are about exploring noncustomers and creating new. 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. 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. Pdf harvard business school press blue ocean strategy rajeh. How to create uncontested market space and make the competition irrelevant is the 2015 update to the classic business strategy text of the same name originally published in 2005. In this article you will learn how to make your competition irrelevant and have sales and profit.
Value innovation strategy competes in an uncontested market space. Most leadership efforts focus on cognitive and behavioral skills, such as empathy, selfawareness, and selfregulation. 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. Blue ocean shift and the international bestseller blue ocean strategy, which is recognized as one of the most iconic and impactful strategy books ever written.
The real opportunity is to create blue oceans of uncontested market space. Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard casebased method. According to kim and mauborgne, competing in overcrowded industries is no way to sustain. Blue ocean strategy is a new way of thinking, a new strategic mindset, a bold new path to winning the future. Lets focus on two of the businessworlds trending marketing strategies for electronic market space today blue ocean vs. 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. Achieved via the delivery of features that have a highest marginal benefit to customer needs. Blue oceans are all the industries not in existence today. This book brings the best of those articles together all in one place. Specifically, of the five sessions in this module, three use short cases with engaging dvd theorybased movies that take advantage of the latest advances in multimedia production, and one uses an interactive case, allowing professorsinstructors to use conceptually rich live action. Library of congress cataloginginpublication data kim, w. In this article, we present the concept of blue ocean strategy and describe its defining characteristics. This collection of work by globally preeminent management thinkers w.
924 1012 382 698 1041 54 75 596 872 1561 1568 1028 757 1435 96 1129 972 71 191 1357 613 565 1554 904 875 1102 319 148 1475 498 1504 23 595 1514 464 1107 542 923 1586 974 847 756 742 277 500 1321