high performance. The real opportunity is to create blue oceans of uncontested market space. Blue Ocean Strategy. W. Chan Kim · Renee Mauborgne. Blue Ocean Strategy is a marketing theory from a book published in which was written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. Blue Ocean Strategy has ratings and reviews. Hal said: The Renée Mauborgne (Goodreads Author) . W. Chan Kim and Renée Mauborgne.

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The Wall Street Journal. I read this to learn how to improve the positioning and marketing of my web design agency, OptimWise. That is the saddest side effect of this international best seller. To win big, you need to develop the Blue Ocean Strategy, bu looking into unexplored market.

What we have are existing companies who have differentiated themselves from their competition or tapped into a new customer base. May 19, MissUnderstoodGenius rated it liked it.

Here companies try to outperform their rivals to grab a greater share of product or service demand. The metaphor of red and blue oceans describes the market universe. Focus on key factors that lead buyers to trade across alternative industries products and services with different functions and forms but same purpose. Want to Read Currently Reading Read.

Return to Book Page. Preview — Blue Ocean Strategy by W. Kim and Mauborgne claim that blue ocean strategy makes sense in a world where supply exceeds demand. Reach Beyond Existing Demand Focus on non-customers and desegmentation before exploiting differences among existing customers.

Do not focus on your existing customers because they are relatively happy anyway, and competition is stiff; focus on getting new customers instead as they are the Blues. Reflecting on the choice between becoming one of the unwashed masses of snowboarders or one of the few, the happy few skiers, I chose the latter.


Aug 24, Mahshid Parchami rated it it was amazing Shelves: He also serves as an advisor to several countries. He proposed that a combination of differentiation and low cost might be necessary for firms to achieve a sustainable competitive advantage.

This article has multiple issues. Key is value innovation innovation linked to buyer’s value. This creates uncontested market space and makes competition irrelevant. However, the book provides details into Southwest’s underlying business strategies that may not be well known.

Computer industry has experienced several blue oceans created by simplified computers and making them cheaper. There is another way to compete. Mar 11, Elvin rated it really liked it.

Blue Ocean Strategy – Wikipedia

Creation of blue oceans contributes to strong, profitable growth and strong, positive effect on brand. It will always be important to to swim successfully in the red ocean by outcompeting rivals.

Understand why consumers trade up or down among groups. To seize new profit and growth opportunities they also need to create blue oceans. Look across complementary products and service offerings.

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

Christensen for a better treatment of the ideas and the root causes for why they work. The references, of course, are dated. The book is fairly dry, and not especially engaging. The book has some clever business frameworks, useful and innovative, but don’t expect anything more sophisticated than the classical Porter 4 forces. Unsourced material may be challenged and removed.

Why do first-tier non-customers watch to jump ship and leave your industry? Good young skiers, however, were few and far between. Trivia About Blue Ocean Strate The authors justify with original and practical ideas that neither the company nor the industry is the best unit of analysis of profitable growth; rather it is the strategic move that creates “blue ocean” and sustained high performance.


They defined this success as a significant drop in crime in the City of New York after Bratton took office in The main idea is pretty good and there are lots of good cases I had no idea about the Yellowtail wine story!

Nintendo is another high-profile example. Fortunately for Blue Ocean Strategyit tends towards the latter. Reconstruct Market Boundaries 6 Paths Framework mauborgnne breaking out of market boundaries 1.

Seek to convert non-customers of the industry into new demand, rather than trying to capture greater share of existing industry customers. Its strategy is likely based on independent substrategies. One success story that does exist is Nintendowho first applied the blue ocean strategy to create the Nintendo Stratgy handheld game system oceam was the first portable gaming system to offer dual-screen gaming and a touch screen in The core idea is simple, but the authors go through a fairly rigorous for a business book system, including how to accomplish this with existing teams and organizations.

The writing style is crisp.

Kim and his co-authors take this basic concept and apply it to business. Even Steve Jobs did not get everything right and had a few products that flopped.

Business strategy is all about how you intend to differentiate yourself from the competition and how you plan to get there.

This is essentially the classic economic picture of perfect competition vs monopoly, and is quite obvious. Which factors should be created that the industry has never offered?