Pdf examining the emergence and evolution of blue ocean. From theory to practice beer and readytodrink cocktails, for example, were much sweeter and easier to drink. Blue ocean strategy is a theory explained in a 2005 book by w. Competing in red oceans dominates the current field of strategy in theory and in practice, even as businesses need to create blue ocean strategy heightens. Instead of dividing up existingand often shrinkingdemand and benchmarking competitors, blue ocean strategy is about growing demand and breaking. Blue ocean strategy and its implications for businesses. Download this document for strategy at maastricht university for free and find more.
From theory to practice by focusing on strategies of competition in established industries, companies and. It is a roadmap to move you, your team, and your organization to new heights of confidence, market creation and growth. Jul 16, 2015 the blue ocean strategy is a reconstructionist view of the market where no accepted boundaries or structure is present. F or twentyfive years, competition has been at the heart of corporate strategy. Reviewing the blue ocean strategy universiteit twente. Blue ocean strategy is referred to a market for a product where there is no competition or very less competition. Blue ocean shift, however, provides a clear process for business identifying opportunities and developing plans for. Your course participants will truly experience the power of blue ocean strategy by applying the theory and using the methodologies and tools described in the book. Blue ocean strategy with boss business simulation stratx. From theory to practice case analysis, blue ocean strategy. This strategy, which is based on extensive research of hundreds of companies spanning across decades and including several industries, proclaims that instead of battling competitors, companies can create new markets for themselves.
In this chapter, an indepth analysis of the theory behind the blue ocean strategy will be conducted to answer the question whether the blue ocean strategy valid and reliable on theoretical basis. The theory and practice of strategy in business organizations s. Achieved via the delivery of features that have a highest marginal benefit to customer needs. In the decade since blue ocean strategy was first published, weve fielded thousands of such questions. Article information, pdf download for blue ocean strategy. Blue ocean strategy and the dynamic nature of business. What is blue ocean strategy about blue ocean strategy.
The concept has only really been part of the discourse and practice in the. 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. By focusing on strategies of competition in established industries, companies and researchers have overlooked the value of creating new market spaces where there are no competitors. Typically, companies in the red ocean pursue incremental improvements for customers through either low cost or differentiation. 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 blue ocean strategy is a reconstructionist view of the market where no accepted boundaries or structure is present. Blue ocean is a slang term for the uncontested market space for an unknown industry or innovation. The market universe is composed of two types of oceans. Just think of its initial blue ocean shift in book retailing that separated it from the pack with its offering of the largest selection of books in the world. Blue ocean strategy from theory to practice summary. It is about creating and capturing uncontested market space, thereby making the competition irrelevant.
The strategy focuses on moving away from an existing market and seaching for new markets. The risks of following a blue ocean strategy the adaptive. Ebscohost serves thousands of libraries with premium essays, articles and other content including blue ocean strategy. Blue ocean strategists have always existed but for most part their strategies have been largely unconscious. The idea in brief the best way to drive profitable growth. This blog article is a overview of some of the key points of the book by w. Based on 15 years of research, the authors used 150 successful strategic moves spanning 120 years of business history and across 30 industries to bring the blue ocean strategy theory to life. How to create uncontested market space and make the competition irrelevant w.
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. The structure can be created or recreated by the steps taken by players in the market. Blue ocean strategy is a new way of thinking, a new strategic mindset, a bold new path to winning the future. Outline the main components of kim and mauborgnes 2004 concept of blue ocean strategy.
It is based on the view that market boundaries and industry structure are not a given and can be. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. In contrast, blue ocean strategy originated from a study that took place over 10 years and analyzed company successes and failures in more than 30 industries. Today, one can hardly speak of strategy without involving the language of competition. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades. Blue ocean strategy is the 2015 update to the classic business strategy text of the same name originally published in 2005. Jofre foreword the present report is the result of an ongoing study. Pdf blue ocean strategy bos is a management concept which prescribes that. The blue ocean strategy simulation was designed with extensive input from the authors of the bestselling book blue ocean strategy.
To learn more about the power of blue ocean strategy, visit blueoceanstrategy. 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. An introduction to blue ocean strategy mba knowledge base. Blue ocean strategy is a marketing theory in which a business enters a market that has little or no competition. How is blue ocean strategy different from a classic differentiation 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.
While blue ocean strategy helped to identify new avenues for strategic success, it fell short on providing the actual steps needed to jump from a crowded marketplace into the fabled blue ocean of the title. Blue ocean strategy including examples and pdf download. From theory to practice case solution, red oceans and blue oceans. Access to society journal content varies across our titles.
Most business focus efforts on their current customers, for blue ocean strategy, focus on. What a company will do if it adopts a blue ocean strategy skills practiced making connections use understanding of the concept of a blue ocean strategy to identify its effects on a business. Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. From theory to practice case study solution, in the market of the universe is composed of two types of oceans. The text offers a practical handbook to business students and entrepreneurs who wish to rise above the fray of the competition, become pioneers in previously uncharted market territory, and gain access to impressive growth opportunities and an untapped customer base. This strategy gives a new approach to the formation of new business strategies for all businesses. If you have the appropriate software installed, you can download article citation data to the citation manager of your choice. Although established industries red oceans are growing increasingly cluttered, few companies are currently attempting to create new markets. Yellow tail wine, winenco, blue ocean strategy, stategyatheinz, process of excellence network academic article. The four pillars of blue ocean leadership insead knowledge. Blue ocean strategy theory and criticism 1246 words 5 pages. The business logic behind voluntary greenhouse gas reductions pp. Once companies realize that blue ocean strategies have a different underlying. Sep 24, 2017 in 2005, blue ocean strategy, expanded edition.
Specifically, these new markets give a company a very high competitive advantage as well as low pricecost pressure. Tru group inc blue ocean strategy belongs in the dead sea. Blue ocean strategy can be applied across sectors or businesses. This strategy revolves around searching for a business in which very few firms operate and where there is no pricing pressure. How to create uncontested market space and make the competition irrelevant, a book by professors w. Chan kim and renee mauborgne, professors at insead. Red oceans are all the industries in existence today, it is in. This article investigates the applicability of blue ocean strategy in regard to lowcost airlines in the civil airline industry. To do so, the commercial offers of selected airlines were compared to validate any attempts to apply the blue ocean strategy concept.
Empirical validation of blue ocean strategy sustainability in. Some strategic planning models are based on theories that dont quite pan out during gotomarket executions. By focusing on strategies of competition in established industries, companies and researchers have overlooked the value of creating new market spaces where. 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. 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. Blue ocean strategy and the dynamic nature of business strategies. Chan kim renee mauborgne or twentyfive years, competition has been at the heart of corporate f. From theory to practice, kim and mauborgne, 2005 book. This paper presents a methodical and critical analysis of the key elements regarding the strategic management literature and the blue ocean strategy.
Value innovation strategy competes in an uncontested market space. Accordingly, yellow tail was a completely new combination of wine characteristics that produced an uncomplicated wine structure that was instantly appealing to the mass of alcohol drinkers. 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. Examining the emergence and evolution of blue ocean strategy. Article blue ocean strategyfrom theory to practice 2005. Blue ocean strategy formulation the four principles of. From theory to practice, open epub for blue ocean strategy. Blue ocean strategy is a concept that has been pioneered by insead professors, w.
Critically assess the strengths and limitations of this approach to pursuing competitive advantage. In this article you will learn how to make your competition irrelevant and have sales and profit. Presents a set of analytical tools and frameworks that can enable firms to develop blue ocean strategies. Value innovation is the cornerstone of blue ocean strategy 1 and it is the strategic move that allows a company to create a blue ocean. Blue ocean strategy formulation the four principles of strategy formation this blog article is a summary of the book by w. Jan 14, 2015 blue ocean strategy is a new way of thinking, a new strategic mindset, a bold new path to winning the future. 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. Red oceans are all the industries in existence today, they are increasi. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w.