Literature Review Blue Ocean Strategy

613 words - 3 pages

LITERATURE REVIEW 
BLUE OCEAN STRATEGY
BY W. CHAN KIM AND RENÉE MAUBORGNE

Mirko Hagendorf

AGENDA
I.

Introduction of authors

II.

The Blue Ocean Strategy
Definitions of Red and Blue Oceans
Characteristics
Summary
Success and examples 

III. Critical reflection of the strategy 
IV. Discussion and questions 

2

I.

INTRODUCTION OF AUTHORS

W. Chan Kim & Renée Mauborgne
Work together at INSEAD (Institut Européen d´Administration des Affair, France)
Both as Co‐Director of “INSEAD Blue Ocean Strategy Institute”
Kim: Bruce D. Henderson Chair 
Professor of Boston Consulting Group for 
Strategy and International Management 
Mauborgne: Professor for Strategy
...view middle of the document...

THE BLUE OCEAN STRATEGY SUMMARY
“Structuralist view” or
“environmental determinism”
Compete in existing market space

“Reconstructionist view”
thinking School of recreation
Create uncontested market space

Beat the competition

Make the competition irrelevant

Exploit existing demand

Create and capture new demand

Make the value/cost trade‐off
Differentiation or low cost

Break the value/cost trade‐off
Differentiation and low cost

7

II. THE BLUE OCEAN STRATEGY SUCCESS AND EXAMPLES
http://www.blueoceanstrategy.com/
Global Solution Award

#2
2013 
Ranking

Cirque du 
Soleil
(ca.1Mrd €)

#2
2011 
Ranking

2011

Starbucks
(ca. 71,5Mrd €)

Thinkers50 
Strategy
Award

Thinking school of Recreation:
More fun and thrill + intellectual and sophisticated
Focus on key‐competences: 
Glorious Tent, serious Clowns, elegant Artists
Red Ocean: Circus 

Thinking school of Recreation:
Individualizing/Personalizing of Coffee
Focus on key‐competences: 
Just Coffee, less service, to go
Red Ocean: Coffee‐bars 

Ebay
...

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