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Chan Kim and Renee Mauborgne

 

First came the book and now there is an institute in the making. The international bestseller, ‘Blue Ocean Strategy’ written by INSEAD professors W. Chan Kim and Renée Mauborgne, sold more than a million copies in its first year of publication and is being published in a record-breaking 41 languages. Although there are no plans for a follow-up book at this stage, INSEAD has set up the INSEAD Blue Ocean Strategy Institute.


In a rare interview, Kim and Mauborgne, both strategy professors, told Knowledge that they knew there would be an audience for their research as their articles in the Harvard Business Review sold half a million reprints. Read more..

 

   
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Cirque du Soleil: navigating blue oceans
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Even before the groundbreaking book Blue Ocean Strategy, by INSEAD professors W. Chan Kim and Renée Mauborgne, became an instant global bestseller, one company had already been searching for its own blue oceans and found its uncontested space.

The company in question is Cirque du Soleil, a world-class circus devoid of animals, but which features a world-class performance troupe like no other, comprising its trademark blend of traditional circus, theatre, music and special effects. Read more..


   
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The Starwood experience
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Robyn Pratt, Starwood

Are companies using Blue Ocean Strategy to search for ‘uncontested market space’ and, if so, how?

One group which has been exploring blue ocean thinking for the past three years is Starwood Hotels and Resorts. However, as INSEAD Knowledge has been finding out, the company has so far been taking a step-by-step approach to implementing the concept, rather than try to realise any sort of ‘grand vision’. As Starwood itself puts it, it’s more a question of finding ‘blue puddles, lakes or rivers’ at this stage rather than ‘blue oceans’ as such. Read more..


 
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In search of blue oceans: AOL (Europe)
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life ring in ocean

Internet business America Online (AOL) has had a chequered history since its marriage to the US media giant Time Warner in 2002. Yet, despite the challenges it faces, AOL Europe’s current CEO Dana Dunne is bullish about the relevance and importance of Blue Ocean thinking to the company. Read more..


The primer
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Blue Ocean Strategy Book Jacket

The book ‘Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant’ has had a huge impact worldwide. Written by INSEAD professors W. Chan Kim and Renée Mauborgne, it sold more than a million copies within its first year of publication and has been translated into 39 languages, breaking Harvard Publishing records as the fastest selling book in print. Read more..

 



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Your Comments
I'm impressed. You've really raised the bar with that.
posted on : 12-Jan-2012
I like the articles because they show how different companies have used the concept to succeed.

(Anon)
posted on : 16-Nov-2010
Has there been an update where companies have been using the techniques and can KPI against expectations?

(Anon)
posted on : 28-Sep-2010
A critical premise that one must not forget is bringing in microeconomics to Blue Ocean Strategy. Blue Ocean Strategy is a fantastic tool to unlock demand and increase the value proposition for both customers and corporations; it's not a one-time investment.

The very promise of huge margins will immediately bring in a lot of new entrants in the market (frequently, cash rich conglomerates who will take advantage of financial prowess and quickly take 2nd mover advantage). In today's flat and hi-tech world, a newly-created 'Blue Ocean' will witness price wars within 3 years at the most.

This makes it extremely imperative for corporations to wear the Blue Ocean Strategy hat day in and day out. A manager cannot assume that s/he has attained nirvana merely by creating a Blue Ocean offering once.

Nagraj Baggon
posted on : 26-Mar-2010
AOL is a dying creed, me thinks ...

Blue ocean is relevant - beyond doubt for AOL - it's about time, they innovate ... the mould is broken.

It can't be the same (in terms of) benchmarking features and functions, whistles and all..

Maybe AOL should provide better API support - if you look at their 'web properties' - like lemon drop and what not. They all should be singing the same tune ... Right now they do not and the tech is missing. Big time.

Perhaps - that could be a good start

This is my free advice, not even 2 cents :)

Cheers
Olga Lednichenko
Israel
posted on : 25-Mar-2010
I would like to thank you for giving these facilities. Now I am studying for an MBA I would like information regarding the MBA, like communication, general knowledge, management, lifestyles, intellectual skills, etc. So I request that you provide this information.


Gopal Yadawad
Karnataka, India
posted on : 24-Mar-2010
Please I need to know how can I access information to support teaching on Blue Ocean Strategy.

Best Regards
Alberto Naranjo
posted on : 18-Jan-2010
Ho letto il libro Strategia Oceano Blu e sono rimasto molto colpito di questo nuovo modo si pensare. Mi domandavo se Chan Kim e Renee Mauborgne stessero pensando alla pubblicazione di altro libro in merito alle loro esperienze, o di nuovi metodi di pensare. Sarebbe inoltre molto carino trovare del materiale per aiutare la ricerca dell'oceano blu.

Amministratore Unico

Antonio COCCO
www.coccoingegneria.it
posted on : 08-Dec-2009
Blue Ocean Strategy is the best way of identifying new ways of developing new business opportunities since it is totally supported by innovation of new products or services. Hats off to Professor Kim who brought this concept to light.

(No name provided)
posted on : 19-Nov-2009
This is a unique mantra which I try to apply in the way I act on my tasks. The words are powerful and give me a breakthough in each and everything.

Bala,
Singapore
posted on : 14-Sep-2009
It is a really Blue Ocean that the authors saw and realised, and it will be fundamental to our professional lives how to navigate a Blue Ocean using innovation value to customers at low cost and very high differentiation!!!

Galfi.
Diretor Executivo SulAmerica ING Insurance Company.
Sao Paulo, Brasil
posted on : 04-Sep-2009
Blue Ocean Strategy is indeed an unique paradigm.

Singapore, as a people and country, has been living and doing this paradigm from day one of our independence.

Ken Lee, Singapore
posted on : 05-May-2009
Breakthrough management thinking!

Prof Gurbir S Khera
Accounting & Finance
Amity Institutions,
Delhi,India
posted on : 17-Apr-2009
Good.

(No name provided)
posted on : 07-Apr-2009
Blue Ocean Strategy is truly an deep wide ocean, the more you go into it ... the more you discover it. I was first introduced to BOS in an INSEAD programme in Fontainebleau (and) I loved it. I read the book, I understood it better. Over the years, I discussed its concept with so many other professionals ... and the more I explain it, the more I understand it ... and the more I understand it. It's an ocean of learning opportunities.

Amr
posted on : 22-Feb-2009
Blue Ocean Strategy is not only astrategy, but also is a vision and philosophy. The more you learn from BOS, the more you will benefit from it.

Roy
posted on : 31-Oct-2008

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