Chan kim and renee mauborgne, professors at insead. Chan kim and renee mauborgne, professors of strategy and. 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. Achieved via the delivery of features that have a highest marginal benefit to customer needs. 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. Please use this display as a guideline and modify as needed. The book succeeds in showing how businesses, can outdo their competitors. Blue ocean strategy is a theory explained in a 2005 book by w. The strategy canvas visualizes the current state of the industry and shows how a blue ocean strategy differs from incumbents. Red ocean is older and known including things such as competition, rules, and market dynamics.
His book blue ocean strategy, coauthored with renee mauborgne, has sold 3. Blue ocean strategy is a business strategy book, first published on february 3, 2005 by the harvard business school press. Chan kim is one of the most influential business books ive ever read. Blue ocean strategy pursues differentiation while lowers cost. Value innovation strategy competes in an uncontested market space. Matthew ellis business 109 section 22 10112015 professor jasso citation. This is the first book on a strategy that revolutionized the way companies looked. Blue ocean strategy is a method of creating business strategy of the enterprise, which was described in a book by w. Blue ocean strategy blue ocean strategy introduction blue ocean strategy is a marketing book by w. Blue ocean strategy can be found on amazon blue ocean strategy. The book titled blue ocean strategy is not helpful to management dont buy it and if you already have it dump it.
How to create uncontested market space and make competition irrelevant by w. 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 strategy is a marketing theory and the title of a book published in 2004 that was written by w. May 30, 2017 to join the free indie business book club, click here. Pdf using a value creation compass to discover blue oceans. Blue ocean strategy is based on the idea that every enterprise can achieve higher profit by creating new demand in noncompetitive market so called blue ocean. Blue ocean strategy notes matthew ellis business 109. But, contrary to the approach of ocean strategy, should do so by thinking about market environment shifts, how these could impact customer sets, and whether. Its authors, insead professors w chan kim and renee mauborgne, continued their steady progress up the thinkers50 list, finishing second to christensen this year. 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. 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. This blog article takes a look at what kind of roi some companies have achieved by implementing a blue.
This article explains the blue ocean strategy, developed by w. Blue ocean strategy is a bad book, but it is not your usual bad book. These citations may not conform precisely to your selected citation style. 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. To seize new profit and growth opportunities, they also need to create blue oceans. 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. Blue ocean strategy introduces analytical tools to minimize risk. 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.
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 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. These are the sources and citations used to research blue ocean strategy. Essay on blue ocean strategy a marketing book 1053 words. Chan kim and renee mauborgne, are both prominent professors at insead in fontainebleau, france. This blog article is a overview of some of the key points of the book by w. 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.
To join the free indie business book club, click here. Create your citations, reference lists and bibliographies automatically using the apa, mla, chicago, or harvard referencing styles. Blue ocean strategy is a value innovation strategic move that opens up new uncontested market, creates new demand, makes the competition irrelevant and helps a company to generate more revenue than competitors that focus narrowly on the existing crowded market. Venture strategies have been used by large multinationals for decades. Blue ocean strategy katharina niciejewska, dimitar. Chan kim and renee mauborgne and outlined in their breakthrough book, blue ocean strategy. Value imitation does not make sense based on conventional strategic logic blue ocean strategy conflicts with the brand image natural monopoly. Seminar paper from the year 2008 in the subject business economics business management, corporate governance, grade. 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. Qantas the australian way praise for blue ocean strategy. You cannot copy in full or in part any of our full text content and our original ed images without our prior consent.
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. How to create uncontested market space and make the competition irrelevant. You may or may not agree with the central philosophy, but you will be inspired. 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 premise of the book is that companies can succeed by creating. In a way doing business is like participating in a competition for market. Blue ocean strategy katharina niciejewska, dimitar dimitrov. The seminal book blue ocean strategy has sold over 3. 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. View notes blue ocean strategies summary from mgmt 430 at university of washington. How to create uncontested market space and make competition irrelevant, is a market space that is undeveloped, and untapped by competitors.
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. Everyday low prices and free delivery on eligible orders. The profit is much easier than the rivalry with the competition on existing markets. Creating blue ocean drivers for blue ocean what is blue ocean untapped market space demand creation opportunity for high profitability, higher growth competition is irrelevant accelerated technological advances. Chan kim is the codirector of the insead blue ocean strategy institute and a chair professor of. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Nov 14, 2008 blue ocean strategy is a value innovation strategic move that opens up new uncontested market, creates new demand, makes the competition irrelevant and helps a company to generate more revenue than competitors that focus narrowly on the existing crowded market. After reading you will understand the basics of this powerful strategy tool what is the blue ocean strategy. Quick and accurate citation program save time when referencing. Chan kim and renee mauborgne in the indie business book club. Blue ocean strategy is a theory, method and toolkit developed by w. Buy blue ocean strategy, expanded edition revised ed. A global bestseller and one of the best business strategy books available, blue ocean strategy challenges everything you thought you knew about strategic.
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. Chan kim and renee mauborgne 2006 blue ocean strategy has been described as a must read for all business students. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the. Blue ocean strategy including examples and pdf download. 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. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. Management can and should be visionary in formulating strategy. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute.
Video marketing workshop video production agency video marketing. However, there is a large difference between these two approaches. 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. In a book that challenges everything you thought you knew about the requirements for strategic success, kim and mauborgne argue that cutthroat competition.
Jan 27, 2014 sustainability and renewal of blue ocean strategy sustainability can be traced to the following imitation barriers. I wish i could say my own pursuit of enlightenment led me to chan kim and renee mauborgnes masterpiece on embracing and leveraging difference. Chan kim and renee mauborgne published the blue ocean strategy which with over one million copies sold has become a mustread book for. Consider this your guide to creating uncontested market spaceand making the competition irrelevant. Presented by group 12b chiranjib saha daniel kunzler meghna verma sharvin bhatt vikas singh 2.
Sep 26, 2016 the strategy canvas provides a highly visual tool to help look at future options. Albeit it is very complex and hard to read, it is well worth the effort. This book brings the best of those articles together all in one place. Blue ocean strategy is a book published in 2005 and written by w. To learn more about the power of blue ocean strategy, visit blueoceanstrategy. Blue ocean strategies summary blue ocean strategies a. In a business context, it is inevitable that one of the main words one would hear is competition. The strategy canvas provides a highly visual tool to help look at future options. If you are a student of business mba, then this top strategy book by michael porter is a mustread. Blue ocean strategy proposes that businesses can have more success by creating a blue ocean, rather than trying to compete in the red ocean. Making your competition irrelevant with the blue ocean strategy. List the factors the customer cares about, and current dimensions of competition. It is being published in a recordbreaking 44 languages and is a w.
Now, 12 years later, the authors offer an exciting new book. Blue ocean strategy is a systematic approach to finding innovative, cost efficient, value adding, productmarket matches. Essay on blue ocean strategy a marketing book 1053. In this article you will learn how to make your competition irrelevant and have sales and profit. The blue ocean strategy has been used by companies like cirque du soleil to completely redefine the industries they entered by turning the conventional industry boundaries on its head. This bibliography was generated on cite this for me on wednesday, april 19. Mauborgne and kim cite cirque du soleil as a prominent example of blue ocean strategy. The book mostly borrows from a range of over 140 strategic marketing moves within a period of over a century. 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. First published in 2005 then republished in 2015 with new information, it has become the core approach we use with our clients, many of whom are literally on the brink before getting. What is blue ocean strategy about blue ocean strategy. 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.
Blue ocean strategy presents a proven analytical framework and. The real opportunity is to create blue oceans of uncontested market space. Theyve progressed every year since to 15th in 2005. Find, read and cite all the research you need on researchgate. Blue ocean strategy chapter 14 the four action framework chapter two. Blue ocean strategies a summary blue ocean strategy is a business strategy book first published in 2005 and. He is known as coauthor of the 2005 book blue ocean strategy. The expanded edition of blue ocean strategy, is metaphorical, witty, and almost biblical in its commentary of the bloody waters of competitive red ocean market forces.
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. Tru group inc blue ocean strategy belongs in the dead sea. Proponents of blue oc ean strategy make tw o assumptions which. Aug 28, 2012 blue ocean strategy is often compared to venture strategy.
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