Tesco
Blue Ocean Strategy
Video

Blue Ocean Strategy

Create Markets and Leave the Competition Behind

Renée Mauborgne
WOBI, 2012
Watch the video

Read or listen offline

áudio gerado automaticamente
  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×
áudio gerado automaticamente

Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

When INSEAD professors Renée Mauborgne and W. Chan Kim released their book, Blue Ocean Strategy, in 2005, their treatise revolutionized the field of business strategy. While strategy fads tend to drift in and out of fashion, more than a decade after its first publication, Mauborgne and Kim’s pioneering research remains highly relevant. In this short vignette, Mauborgne recaps an important element of that original thesis: how market-creating strategy differs from market-competing strategy. getAbstract recommends her astute analysis to business leaders who are battle weary from vying for a thin slice of market share and who wish to pursue a fresh approach.

Take-Aways

  • Businesses that employ “red ocean strategy” accept their industries’ prevalent strategies as given and compete for a larger slice of market share of existing markets.
  • Companies that take a “blue ocean strategy” approach create new, uncontested markets by extending their reach and appealing to new customers.
  • Red ocean companies endeavor to win existing markets through low price or differentiation. Competition is fierce and profits are limited.

About the Speaker

Renée Mauborgne is co-director of the INSEAD Blue Ocean Strategy Institute. She co-wrote Blue Ocean Strategy.

Comment on this summary or Iniciar a Discussão