Literature Review Blue Ocean Strategy

613 words - 3 pages


Mirko Hagendorf


Introduction of authors


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

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




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...

“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


Global Solution Award


Cirque du 
(ca.1Mrd €)



(ca. 71,5Mrd €)


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 


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