Chan kim and renee mauborgne are professors of strategy at insead and codirectors of the insead blue ocean strategy institute. Blue ocean strategy is a bad book, but it is not your usual bad book. May 27, 2014 for that there is nothing better than something called the blue ocean strategy. Blue ocean strategy is a theory explained in a 2005 book by w. Apr 03, 2010 blue ocean strategy summary and examples 1. You cannot copy in full or in part any of our full text content and our original ed images without our prior consent. While this came in appendix a in the book, this is a good time to cover three industries with repeated blue ocean creation. 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. 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. Leave your competition to battle it out featurebyfeature in highly competitive red oceans while, like the goldfish in the illustration. The on the blue ocean strategy essay 1969 words 8 pages. This paper reports the results of more than a decade. This blog article is a overview of some of the key points of the book by w. Blue ocean strategy and blue ocean shift, created by worldrenowned professors chan kim and renee mauborgne, is a new way of thinking, a movement away from a.
This is a hands on workshop complete with case studies and business case simulation exercises. Blue ocean strategy can be found on amazon blue ocean strategy. Strategizing blue session august 5, 2010 program details and registration. Based on 15 years of research, the authors used 150 successful strategic moves spanning 120 years of business history and across 30 industries to. Free scirp newsletters scientific research publishing. How to create uncontested market space and make the competition irrelevant. 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. Please use this display as a guideline and modify as needed. Chan kim and renee mauborgne in the indie business book club. To learn more about the power of blue ocean strategy, visit blueoceanstrategy. Consider this your guide to creating uncontested market spaceand making the competition irrelevant.
The book mostly borrows from a range of over 140 strategic marketing moves within a period of over a century. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Top business leaders from the tata group, bharat petroleum, future group and aditya birla group among others had participated in the first edition of the blue ocean strategy threeday workshop.
Chan kim and renee mauborgne in their book blue ocean strategy. Blue ocean strategy how to create uncontested market space and make the competition irrelevant facilitators. These are the sources and citations used to research blue ocean strategy. This is the first book on a strategy that revolutionized the way companies looked. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the. 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. The blue ocean strategy explains how to guide your business across seas with less competition and greater profitability.
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. Blue ocean industries are more profitable than fields with headtohead competitors. How to create uncontested market space and make competition irrelevant, is a market space that is undeveloped, and untapped by competitors. The blue ocean approach is based upon the concept of value innovation which was also introduced by the authors of the blue ocean strategy, kim and mauborgene. Sep 26, 2016 the strategy canvas provides a highly visual tool to help look at future options. Starbucks in its early days employed a blue ocean strategy. The blue ocean strategy builds new businesses where none existed, giving innovative entries clear sailing. Blue ocean strategy is about new market spaces through simultaneous achievement of differentiation. The second edition is scheduled to take place may 911in mumbai, tsw said. 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. His book blue ocean strategy, coauthored with renee mauborgne, has sold 3.
It has helped us to unify our leadership team around one vision and one strategy. All in all, blue ocean strategy is a book worth reading. Chan kim is the codirector of the insead blue ocean strategy institute and a chair professor of. Value innovation value innovation is created in the region where a companys actions favorably affect both its cost structure and its value proposition to. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. Is it possible to apply blue ocean strategy for tourism. I strongly recommend this very helpful and worthwhile book to any ceo who needs to build alignment and an actionable strategy that mobilizes people across the company. In this article you will learn how to make your competition irrelevant and have sales and profit. Blue ocean strategy is often compared to venture strategy. Mcdonalds using blue ocean strategy essay 479 words. Essay on blue ocean strategy a marketing book 1053 words. They represent businesses that may not be around today, or werent around until they came on to the scene.
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. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. Over 4 million copies sold wall street journal and businessweek bestseller recognized as one of the most iconic and impactful strategy books ever written the global phenomenon that has sold over 4 million copies, is published in a recordbreaking 46 languages and is a bestseller across five continentsnow. How to create uncontested market space and the make competition irrelevant 2005. Venture strategies have been used by large multinationals for decades. Blue ocean innovation games business culture change. In contrast, blue ocean strategy seeks to break the valuecost trade off by eliminating and reducing factors an industry competes on and raising and creating factors the industry has never offered.
Chan kim and renee mauborgne, professors at insead. Everyone who has read the book blue ocean strategy by w. Each industry underwent continuous upheaval, each time spurred by a blue ocean strategy that 1 reduced factors unimportant to buyers, 2 increased factors important to buyers, 3 expanded the market. Blue ocean strategy how to create uncontested market. 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. 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. Having been trained in blue ocean strategy at insead france, she now provides blue ocean strategy training and consultancy to both private and public sector organisations and is a past working member of the national strategic execution summit that oversees execution of malaysias national blue ocean. It is being published in a recordbreaking 44 languages and is a w. Blue ocean strategy workshop program download free munilanim. The risks of following a blue ocean strategy the adaptive. Written by the business worlds new gurus, blue ocean strategy continues to challenge everything you thought you knew about competing in todays crowded market place. This bibliography was generated on cite this for me on wednesday, april 19. Essay about blue ocean strategy 825 words bartleby.
The article analyzes the value innovation of red collar group in shandong province based on the perspective of blue ocean strategy, using the four actions framework and the strategy canvas as the analysis tools to study the business model. The fundamental premise is that most companies fight competitors headtohead in the same space, chasing the same customers with very similar products, creating a bloodyred ocean in their feeding frenzy. Blue ocean shift quotes showing 1 of we call this atomization after einsteins reflection that if you deconstruct any challenge into its basic components, or atoms, and focus on solving them one at a time, even the largest challenge shifts from being overwhelming to being intellectually and. They are the authors of blue ocean strategy, which has sold over 3. Oct 08, 2015 in part three, the authors discuss their idea about strategy execution that is derived by trust and commitment among all involved people to execute the agreedon strategy. Jul 28, 2018 blue ocean strategy was coined by professors w. Value innovation strategy competes in an uncontested market space. Blue ocean strategy is a book published in 2005 and written by w.
Free webinar teaching blue ocean strategy and shift. Red oceans, blue oceans, and your blog there are two types of oceans in this world, according to authors w. For example, businesses, such as cell phones and biotechnology, barely existed 30 years ago. Blue ocean strategy including examples and pdf download. Chan kim and renee mauborgne, are both prominent professors at insead in fontainebleau, france. The book succeeds in showing how businesses, can outdo their competitors. An introduction to blue ocean strategy mba knowledge base. 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. Chan kim and renee mauborgne in their bestselling book of the same name. Blue ocean strategy proposes that businesses can have more success by creating a blue ocean, rather than trying to compete in the red ocean.
Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard casebased method. If you are a student of business mba, then this top strategy book by michael porter is a mustread. Blue ocean strategies a summary blue ocean strategy is a business strategy book first published in 2005 and. Feb 03, 2015 buy blue ocean strategy, expanded edition revised ed. Everyday low prices and free delivery on eligible orders. Red is basically one would say as a standard operating method. May 30, 2017 to join the free indie business book club, click here. You may or may not agree with the central philosophy, but you will be inspired. Analyzes not only winning business players that created blue. Blue ocean strategies summary blue ocean strategies a. 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. These citations may not conform precisely to your selected citation style. 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.
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 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. View notes blue ocean strategies summary from mgmt 430 at university of washington. Quick and accurate citation program save time when referencing. The premise of the book is that companies can succeed by creating. Blue ocean strategy is a set of systematic tools that use an analytical framework to allow companies to break away from the red ocean of bloody competition and create a blue ocean of uncontested market spaces in which their competition is irrelevant. Essay about nike jordan brand a blue ocean strategy. Innovation, new market space and creating demand are central characteristics.
The insead blue ocean strategy institute ibosi, codirected by professors w. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. Strategy inaction is highly systematic, but still manages to keep the human element at the core of strategy. Chan kim and renee mauborgne, the writers of the 2005 book blue ocean strategy. He is known as coauthor of the 2005 book blue ocean strategy. Instead of brutally battling your competitors, this breathtakingly refreshing book argues that the best strategy is to carve out a new blue ocean where you can shine without raining on anyone elses success. 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. 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. Insead and tsw have announced the second blue ocean strategy bos executive programme, buoyed by the success of the first one. 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.
To make it clear and justifying my true insight about this book, ill explain a piece of red before we go deep into the blue ocean. Blue ocean strategy shows its brilliance when you take it from theory to practice, applying its principals to create entirely new industries. Renee mauborgne in a book that challenges everything you thought you knew about the requirements for strategic success, kim and mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of. How to create uncontested market space and make the competition irrelevant, w. Blue ocean is about created a market for something that did not exist before, and marketing it in a space free from competition. It should be noted that most new business launches today are launches in the red ocean domain. Blue ocean strategy blue ocean strategy introduction blue ocean strategy is a marketing book by w. Its authors, insead professors w chan kim and renee mauborgne, continued their steady progress up the thinkers50 list, finishing second to christensen this year. Blue ocean strategy is a business strategy book, first published on february 3, 2005 by the harvard business school press. Albeit it is very complex and hard to read, it is well worth the effort. However, there is a large difference between these two approaches. The strategy canvas provides a highly visual tool to help look at future options.
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