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W. Chan Kim and Renée Mauborgne dispel blue ocean myths

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Purpose

– W. Chan Kim and Renée Mauborgne, professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute, introduced and defined the theory and practice of blue ocean strategy – a unique methodology for creating commercially relevant new market space – in 2005. Despite the widespread interest in the concept, many managers still aren’t clear how blue ocean strategy differs from disruption theory, niche marketing, customer-focused innovation and other pioneering practices.

Design/methodology/approach

– To better understand how to use blue ocean strategy methodologies and tools, the interviewer asked the researchers to explain some of the underpinning concepts.

Findings

– Blue ocean strategy is about being first to get the customer offering right by linking innovation to value.

Practical implications

– A blue ocean strategist gains insights about reconstructing market boundaries not by looking at existing customers, but by exploring noncustomers.

Originality/value

– Managers will learn how to use blue ocean strategy to break the value-cost trade off, thereby opening up new market space.
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Keywords: Blue ocean strategy; Destructive competition; Innovation strategies; Market making innovation

Document Type: Research Article

Publication date: March 16, 2015

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