blue ocean strategy


Blue Ocean Strategy News

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Archived Blue Ocean Strategy News


Star RatingMBA Students’ Performance in Global Ranking
Gulf Times, January 19, 2012
Qatar University’s College of Business and Economics (CBE) students’ performance has been ranked in the top 4% globally, based on the Blue Ocean Strategy Simulation (BOSS) used in top-ranked MBA programs around the world.

Tougher Days Ahead for Australia’s Retail Sector
International Business Times, January 19, 2012
The global economic slowdown and the online shopping phenomenon have affected Australian retailers. A report from The Retail Education Center recommended that retailers adopt the Blue Ocean Strategy as the only way they can survive, particularly for enterprises selling books, DVDs, music and furniture.

Customer SatisfactionDictatorship of the Customer—Beware
Zimbabwe Independent, January 12, 2012
To escape the tragedy of customer dictatorship, you need to view customers from a buyer utility perspective. Buyer utility refers to the fundamental value customers need. Looking at customers from a buyer utility perspective can help one discover new sources of value to offer customers systematically neglected by current industry or marketing biases.

Red vs. BlueIs Your Business the Same As All Your Competitors?
eZine, January 12, 2012
Every business has competitors, but competition is a state of mind. No one is exactly like you, argues Norm Bour, and understanding that may be the key to business success. So what separates you from everyone else?

Archived Blue Ocean Strategy News


Looking Back2011 in the Rearview Mirror
CRM Buyer, December 14, 2011 CEO Marc Benioff and late Apple CEO Steve Jobs employed similar business strategies this year, CRM Buyer finds, namely a blue ocean strategy. "By the end of this year, that approach seems to have put Salesforce into a category of its own."

Nintendo Makes It Through Rough Seas With Flagship Titles
The Japan Times, December 7, 2011
By appealing to so many non-gamers, Nintendo's Blue Ocean Strategy has been a real success. Nintendo is now taking a step to complement the blue ocean approach by reinforcing its commitment to traditional gamers via its flagship games.

Why Management Ideas Matter
Harvard Business Review, November 14, 2011
Are business awards like those given by Thinkers50 worth paying any attention to? Yes, answer the bloggers at HBR, noting that “management ideas can be the catalyst for  a better future,” as in Malaysia’s national implementation of blue ocean strategy to improve the lives of its rural poor.

Kim and Mauborgne Ranked the No. 2 Business Thinkers in the World, 2011
Thinkers50 Summit , November 14, 2011
W. Chan Kim and Renée Mauborgne were ranked No. 2 on The Thinkers50 2011 list of the world's top business thinkers. Read more

Kim and Mauborgne win The Strategy Award, Thinkers50 2011
Thinkers50 Summit | November 14, 2011
W. Chan Kim and Renée Mauborgne won the 2011 Strategy Award for their research on Blue Ocean Strategy. Blue Ocean Strategy was recognized as the business book of the last decade. Read more

Employees first
The Business Times (Singapore) | Nov. 5, 2011
Vineet Nayar turns conventional management practice on its head and reaps results for his company HCLT.

"Most people believe Nintendo is doomed like Sega." October 29, 2011 | Kotaku
Reacting to Nintendo's terrible mid-term earnings report, Panoptic Management Consultant's Asif Khan explains why Nintendo won't end up like Sega and why you should buy stock.

Econet's EcoCash versus Kenya's M-Pesa: Poor product or governance?
October 28, 2011 | All Independent
Blue Ocean Explained | If Econet's EcoCash product is a Blue Ocean like Kenya-based Safaricom's M-Pesa, then the market is using too huge a discount to value Econet resulting in a missed opportunity to profit from EcoCash's high profit margin potential...Traditional strategic thinking, which business academics call structuralism or determinism, argues that you can either pursue a low cost strategy or a high value strategy, not both. Blue Oceans argue that you can pursue both. To do so they suggest that business strategists should look to non-customers and create a leap in value for them.

Beyond Product Innovation
October 27, 2011 | Innovation Heat
Those of us who advocate innovation as a business methodology or discipline often talk about the different possible outcomes for innovation. That's because innovation is often defined far too narrowly as a new 'product.'

Blue Ocean vs. Red Ocean: Is Samsung Buying Smartphone Market Share?
October 26, 2011 | Technorati
Who will be the Smartphone King for 2011? An equally important question is: What are each of the smartphone companies doing to capture market share? One way of looking at the tectonic shift is to review each manufacturer's profit per smartphone from 2010 to 2011.

Malaysian army officers urged to study Blue Ocean Strategy
[New Straits Times, October 2, 2011]

Blue Ocean in Romanian Retail
[Magazinul Progresiv, Romania, October 2011. Romanian.]

Rwanda’s Blue Oceans
[New Times, Rwanda, September 29, 2011]

From exceptional utility to strategic pricing
This article talks about cost reduction and cost innovation. As explained in Blue Ocean Strategy, target costing is the next step that addresses the profit side of the business model.  
[Daily Mirror,  September 28, 2011]

Eight initiatives being implemented to develop rural areas
This article discusses Malaysia's National Blue Ocean Strategy 4, a rural development program carried out by that country's government.  
[Bernama, September 24, 2011]

Make 2011 the Year of Blue Ocean Recruitment

This article describes how “Blue Ocean Strategy” can be applied in the recruitment industry. By eliminating some of the recruiter tactics, reducing the recruitment cycle times, raising quality of the contact with new candidates and creating a Candidate bill of Rights recruitment companies will make their competitors irrelevant., USA Read more

The buzzword of the week

This article explains how the metaphor of “Blue Ocean thinking” has gained the attention of the business world. Wall Street Journal mentioned it recently as “one of the most successful” methods that a company can use to create a dynamic strategy. Daily Finance, USA Read more

Redbox showed us how to make competition irrelevant

This article explains the rising need for blue ocean strategic thinking. It gives the example of Redbox, an automated kiosk that distributes DVDs directly to the consumers. In a few years, Redbox has made the traditional competition irrelevant. Idaho Statesman, USA Read more

Marketing’s next frontier: The blue ocean strategy explained

This article describes Blue Ocean Strategy by giving the example of the company ‘Trakker Private Limited’. The company launched a product that allows customers to track their vehicle in a bid to protect against theft. Operating in an uncontested market allowed Trakker to achieve unhindered growth. The Express Tribune, Pakistan Read more

ABC Actively Supports SME Financing

The Agricultural Bank of China implemented its “Blue Ocean Strategy’ by launching two new and innovative products, special loans to SME’s. These loans namely ‘Simply and Quick Loan’ and ‘Smart Loan’ improve and simplify business process for SME’s and the reviewing and approval process. ABC’s new loans reached record high in 2010. Agricultural Bank of China, China Read more

Redefining Who You Are

A consultant for small and midsize manufacturers says manufacturers who are facing increasing competition have to re-evaluate their company’s future using blue ocean strategic thinking. He gives the example of the company Hoppe Technologies. Instead of being a mass producer of plastic parts and competing for the lowest price, the company’s engineers work together with customers to help design subcomponents for manufacturability, marrying cost with quality. Industry Week, USA Read more

Meet Mr. Blue Ocean

In this interview, Professor W.Chan Kim discusses blue ocean strategy and the impact social media is having on customer’s demands. Business DK, Denmark (In Danish)Read more

Surfing the Waves

In this interview, BOS expert Lauren Mathys, explains the impact of BOS on the HR function, and how it has brought about HR innovations through its base principles of Value Innovation, Tipping Point Leadership, and Fair Process. Human Factor Magazine, India Read more

Overview of Malaysia's National Blue Ocean Strategy (NBOS)

The Malaysian government has launched a National Blue Ocean Strategy (NBOS) program to reduce crime, rehabilitate prison inmates at army camps, provide household assistance, ensure rural water supply and optimise vacant armed forces land for agriculture. These two articles give an overview of these ambitious programs, some of which are looked at in more depth in the sections below.
Blue ocean ways to solve 5 issues, New Sunday Times, March 27, 2011
Army and prisons officials to lead new programme, New Straits Times, April 5, 2011

Malaysian Prime Minister insists on the importance of BOS for the country's transformation

In this series of articles, the Malaysian Prime Minister encourages government workers to apply BOS to be more creative and innovative. He wants every civil servant to adopt the four important elements enshrined in blue ocean strategy, Eliminate, Reduce, Raise and Create.
Civil servants must adopt Blue Ocean Strategy for growth, Financial Daily, April 5, 2011
Find creative solutions, PM tells civil servants, The Star, April 5, 2011

Malaysia's First National Blue Ocean Strategy gives strong results

This article reports on the strong start of the Malaysian National Blue Ocean Strategy where crime was reduced by the highest percentage since Malaysian independence more than 50 years ago. Also mentioned are the fight against corruption, raising standards of living for low-income households, improving rural infrastructure and urban public transport.
Positive impact: Government transformation programme records strong start, New Straits Times, March 28, 2011

Malaysia's Second National Blue Ocean Strategy helps save the government millions by maximising resources

The Home and Defence ministries team up to create rehabilitation camps for petty criminals rather than placing them in high-security prisons. Under-utilised army training centres will also be used to train policemen, simultaneously raising value and reducing costs for the country.
A buzzword for innovation New Straights Times, April 1, 2011
Joining forces: Govt to save millions via army-police collaboration, The Star Sunday, April 27, 2011
Minister of Foreign Affaires comments on the strategy and its cost benefits, China Press, March 27, 2011, in Chinese

Malaysia's Second National Blue Ocean Strategy aims to equip petty criminals with skills and strengthen family ties

Malaysia's Second National Blue Ocean Strategy aims to prevent petty offenders becoming hardened criminals by placing them in Community Rehabilitation Centres instead of high security prisons. Prisoners will be able to have frequent contact with their families and learn skills to encourage their successful reintegration into society.
Family touch to rehab centre, New Straits Times, March 28, 2011
Archived Blue Ocean Strategy News


Re-invigorate your approach, the Blue Ocean way

This article discusses how Aple, Samsung and others have defied conventional wisdom to create new markets and remarks that the Pan-Arab technology and media marketplace is another blue ocean waiting to be discovered. Kaleej Times, Dubai, August 2010. Read more

Le assicurazioni possono navigare in un oceano blu

In this interview, Professor Kim describes how blue ocean strategy can be applied to the insurance industry. He explains how to create new markets by focusing on noncustomers and how value innovation can be achieved by not only focusing on the product, but also on complimentary services and distribution. Vision, Italy, September 2010. Read more (PDF in Italian)

Descobrindo mercados intocados

In this interview, Professor Mauborgne discusses various aspects of Blue Ocean Strategy including the biggest challenges to implementing a blue ocean strategy and the challenge of imitation. Brasil Economico, Brasil, August 2010. Read more (PDF in Portuguese)

Yongye International announces receiving the ‘Best Practice Award of Harvard Business Review China’ for its “Blue Ocean Strategy” in the traditional Chinese agriculture industry

Yongye Nongfeng, an affiliate of Yongye International (Nasdaq: YONG), a leading manufacturer of organic nutrient products, recently received the HBR China Best Practice award. Yongye spokesman, Mr Wu comments on how rather than competing on price, his company has focused on building a trustworthy brand and delivering value for farmers by providing them with platforms of technical support in remote villages. Reuters, September 2010. Read more

Japanese Gaming Firm Provides Lessons

Marketing consultant Owen Scott explains how New Zealand exporters should learn from Nintendo by employing Blue Ocean Strategy instead of engaging in head-to-head competition. He underlines that companies succeed by finding a better way to satisfy a different set of customers’ needs and creating blue oceans of opportunity., New Zealand, August 2010 Read more

KB serves small shop owners as well

Koomin bank hopes to have unlocked a blue ocean of new market space after introducing a special tailored account exclusively for small business owners. The product was developed after examining what business owners valued and creating an offering that brought these factors to light. Korea Times, Korea, July 2010. Read more

More Cops to Fight Street crimes

In this article, Assistant Commissioner Arjunaidi Mohamed discusses the blue ocean strategy being rolled out in Damansara police station situated in a high crime rate area in Malaysia. He explains how they have put roughly 40% more policemen on the streets without increasing personnel, by reassigning administrative tasks to existing civilian staff. New Straits Times, Malaysia, June 2010. Read more

Etterspørselens tid

This article published by the Norwegian newspaper Dagens Næringsliv illustrates the blue ocean strategy theory by providing the example of Iceland’s recent election as a successful implementation of Blue Ocean Strategy. DagensNæringsliv, Norway, August 2010. Read more (PDF in Norwegian)

Blue Ocean vs. Five Forces

In this Harvard Business Review article, Professors Andrew Burk, Andre van Stel and Roy Thurk from Cranfield, EIM and Erasmus University respectively, comment on their recent empirical study comparing the results of blue ocean strategy and Porter’s five forces. Amongst their findings, they found evidence to support that blue ocean strategy is both sustainable and has a positive impact on profitability. In conclusion they note that business may want to consider a blend of both approaches, using effective competitive strategy for existing markets while increasing funds available for blue ocean investments to increase the chances of finding an untapped market. Harvard Business Review, May 2010 Read More

Comment réussir en affaires? Les recettes de dix gourous

The Swiss economic magazine ‘Bilan’ selects Chan Kim and Renée Mauborgne and 9 other management gurus, and briefly introduces their international bestseller ‘Blue Ocean Strategy'. Bilan, Switzerland, February 2010 Read more (in French)

Paddling together toward a Blue Ocean

In this article, Alex Terego, an educational consultant, explains how the concepts and theory of blue ocean strategy are particularly relevant to the educational sector and how unconventional thinking is urgent in this period of globalization where our schools and pupils are facing ‘a red ocean of competition’. The School Administrator, USA, March 2010 Read more

10th Malaysia Plan Incorporates Blue Ocean Strategy Elements

In this press release, Minister Nor Mohamed states that the 10th Malaysian Plan, to be announced in June, incorporates important elements of Blue Ocean Strategy. This is seen as essential in meeting the 10MP objective of transforming Malaysia into a developed country within the next 10 years. Bernama, Malaysia,  March 2010 Read more

Ude på det blå ocean

Rohit Aggarwal, CEO of Koenig Solutions, expresses his enthusiasm for blue ocean strategy”. He explains his objective to create a ‘blue ocean offering’ of longer-term IT courses and a Bachelor’s degrees to differentiate his company from his competitors and attract noncustomers. Børsen, Denmark, April 2010 Read more (in Danish)

Gov. Jindal Announces New Director of Pennington Biomedical Research Center, Clinical Trials and Research Initiative

This article gives us more details on one of the 12 growth sectors targeted by Louisiana Economic Development (LED) in their recently launched ‘blue ocean’ strategic growth plan. Realizing that Louisiana and the United States are disproportionately affected by nutrition based chronic diseases such as diabetes and obesity, the LED estimates that a focus on research and treatments in this domain could result in the creation of thousands of direct and indirect jobs over the next 20 years, creating a blue ocean of new jobs for the state. LED News, April 2010 Read more
Archived Blue Ocean Strategy News


Blue Ocean Strategy named one of the most influential books in China

China's leading book review journal ‘China Book Business Report’ reports that Blue Ocean Strategy has been selected for two prominent national book lists. Read More
  • The 600 Most Influential Books in the History of the People's Republic of China 1949-2009in the category of ‘Economics and Finance’ amongst Adam Smith's ‘The Wealth of Nations’, Milton Friedman's ‘Free to Choose’, Joseph Schumpeter's ‘Capitalism, Socialism and Democracy’, and Samuelson and Nordhaus' ‘Economics’.
  • The 300 Most Influential Books in the three Decades of China's Reform and Opening to the Outside World 1979-2009 in the category of 'Economics and Finance'.

Blue Ocean Strategy chosen as one of the best management books of the decade in Belgium

The Belgium business journal TRENDS selected Blue Ocean Strategy as one of the 10 best Management books of the last decade. Read more

Using Blue Ocean Strategy to reposition Louisiana

Below are several articles describing how Stephen Moret, Secretary of Louisiana Economic Development (LED), is targeting blue ocean industries to ‘reposition Louisiana as the next great American state’:
  • In the blue ocean, Baton Rouge is hunting gazelles, TheAdvocate, January 2010.Read more
  • Moret looking for new business development, The News Star, January 2010. Read more
  • Moret predicts growth spurt for Louisiana, TheAdvocate, February 2010. Read more

A different way to look at a law firm strategy

This article compares red ocean and blue ocean strategy as applied to the legal services sector, and explains how Heritage Law Firm is using a blue ocean strategic approach by creating a online branch to deliver online legal services aimed at noncustomers of the traditional legal services industry. Law Firm Management, Canada, January 2010. Read more

Gouter l’Aveyron – Une offre innovante de l’aire du Viaduc de Millau

This article explains in some depth how 3 star Michelin French chef, Michel Bras, may have created a blue ocean near the monumental Millau Viaduc in France, the world’s highest road bridge. It explains how this new offering achieves differentiation and reasonable cost by combining fast food and ‘grande cuisine’. Read more (PDF in French)

In search of Blue Oceans

In this interview Professors Kim and Mauborgne talk about the research journey that led to the success of the book Blue Ocean Strategy. They claim that any profound management theory should have both academic rigor and popular appeal to insure lasting impact. The Edge Singapore, Singapore, January 2010. Read more (PDF)

Sara Proprio allora che si conteranno “le perdite”, perchè la…

This article, Luca Targa, CEO of “Inside Btb”, discusses the importance of value innovation during a period of extreme economic uncertainty. He explains that in a world of frenetic competition there is a need to identify new and uncontested market space. Il Resto del Carlino, Italy, December 2009. Read more (PDF in Italian)

Expats emerge as Blue Ocean for local banks

This article describes how Korean Banks recognize foreign residents as noncustomers and how they are trying to attract these noncustomers through new services. The Korean Times, Korea, December 2009. Read more

Blue Ocean Strategies assist Yongye in winning 2009 Chinese Enterprise Marketing Innovation Award

The 2009 Chinese Enterprise Marketing Innovation Award, delivered by China’s largest and most influential marketing summit, was awarded to Yongye International (NASDAQ:YONG) to honor the company’s excellent performance and their ability to implement a blue ocean strategic approach.
Yongye International has unlocked vast demand by defying the traditional industry practice that focused on selling agricultural nutrient products to distributors, and instead, looked across the chain of buyers to appeal to end users –Chinese peasants. By setting up prototype farmlands dispersed across China, Yongye showed farmers firsthand how its products dramatically increase the yield and market value of crops while simultaneously cutting overall input costs by reducing the use of fertilizers, pesticides and herbicides. Yongye’s strategic move has unlocked vast demand among peasants, increased sales and profits for distributors, while at the same time allowing the company to rapidly build its brand name and break away from the red ocean competition among producers of similar products. PR Newswire, China, December 2009. Read more

El futuro esta en crear nuevos mercados

In this article, INSEAD Professor Michael Shiel explains that Chile has all the elements to create a blue ocean and become the 'India of South America'. Professor Shiel recommends focusing on industries where distance is not important and investing in education and infrastructure to attract foreign investment. Diario Financiero, November 21, 2009 Read more

Max New York Life uncovers the brand positioning for Max Vijay: Empowering the underserved masses

This article discusses how Max New York Life Insurance Company Limited has revolutionized the way insurance is procured, sold and served through its new and innovative business concept called “Max Vijay”. This new concept described as a Blue Ocean business model is specially designed for society’s underprivileged to help them meet the challenges of unpredictability in life and income flow. Capital Market Insurance, September 24, 2009 Read more

The Strategic Move of Crocs, Inc.

Jennifer von Briesen, Founder & Principal, Frontier Strategy, presents her analysis of Crocs Inc., the U.S. based shoe designer, manufacturer, and retailer that launched its business in 2002, creating undeniable business success. In this analysis, von Briesen discusses how Crocs successfully challenged conventional assumptions of competition to create a blue ocean and how its deviation away from blue ocean strategy logic explains to no small extent the company's current situation Read more

The Strategic Move of Peirce College

Dr. Arthur Lendo, the recent President of Peirce College, discusses the major strategic transformation of Peirce College, a Civil War college founded in 1865 in Philadelphia, Pennsylvania. In this article, Dr. Lendo discusses how blue ocean strategic logic was the driving force for the needed fundamental institutional changes he spearheaded as college president featuring original, entrepreneurial thinking and prudent risk, bolstered and actualized by employee teamwork. By reconstructing market boundaries, Peirce was able to unlock a vast market of adult learners not only across the US but also internationally while enjoying a low cost structure. The result was rewarding outcomes for both students and the College including a tripling of enrollment. Dr. Arthur Lendo served as President, Peirce College, Philadelphia, PA from 1991 to 2009. His tenure placed him among the most experienced college presidents in the United States. He shepherded the College through the major strategic transformation including a charter change to four year baccalaureate status, record fundraising levels and the creation of Peirce Corporate College and Peirce Online. The College now has a national scope with international reach. Degree seeking students have enrolled from 43 states, and 30 other countries. Click here to read Dr. Lendo’s account of this strategic transformation.

Blue Ocean versus Competitive Strategy: Theory and Evidence

In this academic article, Andrew Burke, Andre van Stel, and Roy Thurik from Cranfield business school in the UK, Erasmus University Rotterdam, and the University of Amsterdam bring statistical evidence to the debate about the relevance of blue ocean strategy versus competitive strategy. Their analysis of data concerning the Dutch retail industry from 1980 to 2000 finds that blue ocean and competitive strategy are complementary, and managers do not face a discrete either/or decision between each strategy. Additionally, their research indicates that blue ocean strategy prevailed as a dominant long term viable strategy Read more

Louisiana's blue ocean

In this article, Stephen Moret, Louisiana’s economic development secretary, explains how the state is helping existing companies to expand and find their own blue ocean opportunities. Moret says that blue ocean strategy will set the state apart and bring it closer to new markets, which are not fully exploited by other states. The aim is to create high growth opportunities and create new jobs in fields such as nuclear energy manufacturing, digital interactive media and advanced manufacturing., USA, October 6, 2009. Read more

Brazil: Kimberly-Clark enjoys swim in Blue Ocean

The Kimberly-Clark Blue Ocean Strategy Institute in Sao Paulo has helped develop the company’s most recent product using BOS methodology. Kimberly-Clark Brazil is soon to launch its Fralda Magica or ‘magic diaper’. To develop this product, employees of the K-C Blue Ocean Strategy Institute spoke to customers and noncustomers and discovered ways to break away from the competition and create new market space. Exame, Brazil, October 6, 2009.
Article summary in English Click here
To discover more press articles in Portuguese on the Institute website Click here

Thinkers 50: Blue Ocean Strategy Authors move up to 5th position

Blue Ocean Strategy authors Chan Kim & Renée Mauborgne move up to 5th position this year in the recently released 2009 Thinkers 50 list. More than 3,000 people, voted in The Thinkers 50. The top 100 thinkers were then assessed against ten criteria, including originality of ideas, impact, presentation style, research rigour and business sense, with business schools and management experts consulted. Thinkers 50, October 22, 2009 Click here
To read more in Click here

Suche nach neuen “Fischgründen”

In this article, Peter Blösch, CEO of Blösch GmbH describes blue ocean strategy as his company’s philosophy and has applied it successfully to devise an innovative electroplating technique. The company has gone from a small family-owned business to one of the world’s leading companies in the electroplating sector. First, this new technique was applied to the Swiss clock industry and now it is widely used in medical technology, telecommunications and aerospace industries. Berner Zeitung (BZ), Switzerland, September 1, 2009. Read more (in German)

Guru: Promotes Sabah as 'garden for world'

The Malaysian state of Sabah is encouraged to apply blue ocean strategy. Sabah has rich natural resources and is home to the third largest rainforest in the world. By promoting its vast natural resources and conserving the rainforest Sabah could attract tourism by becoming a ‘garden for the world’ and thereby create economic growth and prosperity. New Straits Times, Malaysia, October 23, 2009.Read more

Tipping Point Leadership

In this Q&A, blue ocean strategy’s continued relevance in the face of the economic crisis is discussed. This includes a detailed overview of tipping point leadership and its benefits in bringing about fundamental change quickly and with limited resources, and a discussion on how this is especially important during tough economic conditions. The Q&A concludes with how to overcome the four key organizational hurdles that a business leader is likely to face. Read more

Seair turns Caticlan crisis into opportunity

Long accustomed to owning a monopoly in the lucrative Manila-Caticlan air route, Seair has suddenly found itself searching for a blue ocean after a string of accidents has allowed their competitors to gain the advantage. Seair says it has identified that its blue ocean lies in developing routes to less popular destinations which have the potential to become travel hotspots in the future. New destinations such as Basco in Batanes, Masbate and Marinduque have been added in hopes of making the competition irrelevant. Philippine Daily Inquirer, Philippines, September 27, 2009 Read more

"How Strategy Shapes Structure," by W. Chan Kim and Renée Mauborgne, Harvard Business Review, September, 2009.

This article argues that there are two types of strategy: structuralist strategies that assume that the operating environment is given and reconstructionist strategies that seek to shape the environment. In choosing which of the two is most appropriate for your organization, you need to consider environmental attractiveness, the capabilities and resources you can call on, and whether your organization has a strategic orientation for competing or for innovating. Whichever type of strategy is chosen, success will depend on creating an aligned set of strategy propositions targeted at three different sets of stakeholders: buyers, shareholders, and the people working for or with the organization. Where the approaches diverge is in the nature of their proper alignment. Structuralist strategies require that the three propositions -- the value, the profit, and the people propositions -- focus on delivering either low cost or differentiation. Reconstructionist strategy propositions aim to deliver both. Read More...

Blue Ocean Strategy wins the Prix DCF 2009

Blue Ocean Strategy just won the Prix DCF 2009 (Prix des Dirigeants Commerciaux de France 2009) in the category of « Stratégie d’entreprise ». DCF (Dirigeant Commerciaux de France) is an association of French entrepreneurs with approximately 6000 members nationwide. Every year a committee of lectors pre-selects 6 outstanding books among 200 publications with Blue Ocean Strategy receiving the overall award in 2009 in the field of Strategy.

Louisiana's top economic official searching for 'blue ocean' businesses

Stephen Moret, secretary of Louisiana Economic Development (LED) is focusing his efforts on repositioning Louisiana as the next great American state and central to this plan is to target blue ocean industries. He identifies this project as the single most important project the LED is going to pursue and stresses the importance of identifying the next growth opportunities that other states don’t have a grasp on yet instead of competing head-to-head. LED hopes to identify at least one blue ocean industry that would be viable in each region of the state., USA, July 2009 Read more

Making the Old New: Organizations need to stay ahead of curve

Executive Director, Claudette Leclerc, at Manitoba Museum was inspired by Blue Ocean Strategy to create a new strategic plan and vision for redefining the museum experience. Leclerc relates to the Cirque du Soleil example in the book. Like Cirque du Soleil she wants to transform the museum experience from being passé, like the circus once was, into something with great community impact that stands apart. Winnipeg Free Press, Canada, July 11, 2009. Read more

Sharks in a Blue Ocean Don't Bite

This article argues that the advertising industry is suffering during these tough economic conditions and can no longer be content with developing plans that seek to dominate existing markets. Instead the industry must develop an entirely new approach. This is where Blue Ocean Strategy is needed. This article outlines three immediate things, found in the six paths framework that can be done to reconstruct market boundaries. They are as follows: look across the chain of buyers, participate in shaping external trends, and look across alternative industries. MediaPost, USA, July 1, 2009. Read more

Islamic Finance Emerging as Blue Ocean

This article argues that Islamic finance largely survived the crisis thanks to the stable management of assets based on Islamic law and has investors increasingly turning their attention to it as an alternative to Western-style finance, which was rattled by U.S. subprime mortgage trouble. Islamic banks have been less affected than many conventional banks because they are not exposed to losses from investment in toxic assets nor have they been dependent on wholesale funds, as they are prohibited from such activities.  Countries like Korea, which are swimming in a red ocean of dependence on the U.S. dollar and investments, have determined that a blue ocean of opportunity lies in Islamic finance as an option for diversification. The Korea Times, Korea, August 30, 2009. Read more

Silicon App swimming in 'blue oceans'

Sieamp Technologies says that they continue to thrive and survive tough cycles in the economic climate by applying Blue Ocean Strategy. Sieamp’s sister company’s (Silicon Application) first success involved producing Bluetooth headsets for mobile phones locally, something which no major players were doing at the time. The company is now again carving itself another piece of new market space. By leveraging its energy-saving laser LED lighting system, the group wants to ride on the next wave of green technologies. The Business Times, Singapore, July 21, 2009. Read more

Nintendo's Innovation Console: A Q&A With Reggie Fils-Aime, Nintendo's North American President

This article introduces Nintendo’s latest innovation which they previewed at this year’s Electronic Entertainment Expo. The Wii Vitality Sensor, a hardware device that will monitor an interactive game player’s heart rate, is Nintendo’s most recent move to extend its blue ocean. North American President and COO, Reggie Fils-Aime argues that the combination of fun and fitness in the video-gaming world is becoming a red ocean and so Nintendo’s strategy is to push the envelope with the Wii Vitality Sensor towards creating compelling content and an entertaining experience in ways that haven’t been done before. Fast Company, USA, July 9, 2009 Read more

Blue Ocean Strategy: Forbes features business leaders talking about the books that influence them

Vineet Nayar, CEO of HCL Technologies, expresses how the book Blue Ocean Strategy is the most influential book he has read to date. He explains how his company has gone on to create new engines of growth, business lines and pricing models; shifted from being volume-driven to value-driven; ventured into new geographies; and indentified SAP as a potential market and growth engine to catapult the company into a position of global leadership. Forbes India, India, August 12, 2009. Read more

A Dive in the Blue Ocean

In this Q&A, Professors Kim and Mauborgne give answers to important questions for HR professionals. The article outlines what key characteristics corporate leaders should have when leading and managing change during financially difficult times. They discuss how Blue Ocean Strategy, with its actionable frameworks and tools for both strategy formulation and execution, provides companies with a roadmap for strategic transformation including how HR can identify corporate leaders, and exactly how much of the process of change is to be led by HR rather than a corporate leader. The Work Style Magazine, Italy, July 2009 Read more

CT + IT = Blue Ocean

An interesting article about how Culture Technology, which refers to the convergence of culture and technology to form a new business and information technology, creates what is argued to be a blue ocean.  Korea’s Culture Technology Institute of Kyungwon University has been working on a massive scanning project since July 2008, which is taking the nation’s cultural artefacts and historic landmarks and scanning them into a digital 3D database. It claims that this project has reconstructed market boundaries and challenges traditional ways of experiencing cultural history and heritage, and that this new market space of cyber museums vitalizes the education systems and encourages noncustomers to become customers. Korea IT Times, Korea, July 8, 2009 Read more

Blue Ocean Strategy: It's now more relevant than ever

Professor Kim and Mauborgne address what Blue Ocean Strategy means in today’s global economic slowdown. With low cost competition on the rise, supply exceeding demand and more and more industries with declining profit margins, the time to apply Blue Ocean Strategy tools and frameworks to achieve strategic transformation has never been as relevant as it is today. Leadership Excellence, USA, May 2009. Read more

There will be a next-generation strategy in line with the economy

In this Q&A, avid supporter of Blue Ocean Strategy and CEO of HCL Technologies, Vineet Nayar, gives some insight about his vision on reworking strategies to create more blue oceans and the growth plan ahead for the company within the current trying economic conditions. Business Standard, India, April 23, 2009. Read more

Bangkok House Builders Co. Ltd. provides new service: building only house structure

Inspired by Blue Ocean Strategy, Bangkok House Builder Co. Ltd. has launched a new service. The new product, Yourchoice is attracting those homebuyers who have a limited budget and only want to pay for the basic house structure as well as those customers who are attracted by low-prices but lack confidence in the quality and standards of individual contractors. Thai News Service, Thailand, April 22, 2009. Read more

Blue Oceans in Human Resources

Chief People Officer at Symphony Services, C. Mahalingam, advocates the application of Blue Ocean thinking in Human Resources. He names Blue Ocean Strategy as a very refreshingly different perspective in comparison to “frou-frou” practices which appear promising and new however do not deliver real value. The article continues with an illustrative list of blue ocean practices that can be applied to the employee life cycle from hiring to training to performance management to employee relations and exit management., April 17, 2009. Read more

To keep sparkling, jewellers must 'find own niche'

As jewellers face tough economic conditions within the luxury goods industry, Managing Director of On Cheong Jewellery, Mr. Ho, encourages jewellers to apply Blue Ocean Strategy by avoiding intense competition where the market is saturated. Instead, jewellers should consider finding a blue ocean where the market has yet to be developed, for example by selling customized jewellery rather than designs identical to those found in multiple outlets. Asia One, Singapore, April 3, 2009. Read more

Rethinking "Blue Ocean Strategy" in a Down Economy

Brian Sheehan, Associate Professor at the Syracuse University, explains in this article the difficulties that some companies face in finding ‘blue oceans’. He strongly recommends using the matrix of the eliminate-reduce-raise-create grid to better understand how to achieve value innovation in a down market. Advertising Age, USA, March 2009. Read more

Where the Blue Ocean Strategy differs

This article explains the important differences between red ocean thinking and Blue Ocean Strategy. Federico C. Gonzalez, CEO of the Philippine Emerging Start-ups Open Inc., describes how the two differ in their approaches in gaining market share and overtaking the competition as well as the important Four Actions Framework which sets Blue Ocean Strategy apart. EntrepreNews, Philippines, March 31, 2009. Read more

A selection of news from around the business campuses

This article highlights the success of the case study “Evolution of the Circus Industry A” which won the best overall case award by ecch. The case highlights how Cirque du Soleil was able to reinvent the circus industry and create new market space by challenging conventional assumptions about how to compete., UK, March 31, 2009. Read more

Author Tells SMEs To Break From the Pack of Rivalry

In this article, Professor Kim encourages small and medium enterprises (SMEs) to escape from the pack of competition by capturing something distinctive in the Philippines market that no other country has. By subscribing to a Blue Ocean Strategy, businesses would free themselves from red oceans of competition and have the potential to become a global brand like Starbucks which also began as an SME. The Manila Times, Philippines, March 14, 2009. Read more

Nintendo recognizes the importance of launching blue oceans

In this article, Nintendo CEO Saturo Iwata describes how they will increase the value of their current offer by releasing a stronger catalogue of games this semester, while recognizing the need to create a new blue ocean as traditional competitors, Microsoft and Sony launch imitations of the Wii. Slash Gear, USA, June 2009. Read more

BusinessWeek on Blue Ocean Strategy

In this video clip, BusinessWeek's innovation guru Bruce Nussbaum tells us how the entire global economy requires Blue Ocean Strategy to go into a whole new space in corporate strategy and do well in the global economic downturn. BusinessWeek, USA, March 2009. Read more

INSEAD's Blue Ocean Strategy Executive Course gets top rating

The prominent French business journal l’Expansion states that INSEAD’s “Blue Ocean Strategy Open Enrolment Programme” is considered ”One of the Top 10 best executive education programmes that European Business Schools offer". L’Expansion, France, March 2009. Read more (in French)

The 3 articles below describe how Chilean Senator, Eduardo Frei's presidential campaign has been inspired by Blue Ocean Strategy:

  • Frei se reunirá hoy con su equipo programático "Creando Océanos Azules y Despejando la Cordillera"., Chile, January 19, 2009. Read more (in Spanish)
  • Frei convova a un equipo transversal para sus "OCÉANOS AZULES". La Segunda, Chile, January 2009. Read more (in Spanish)
  • Frei reitera que fin de la exclusion es fundamental para el desarrollo. La Nacion, Chile, January 2009. Read more (in Spanish)

La "sorpresa" de los autores del libro que inspira la campaña de Frei

In this interview, Professors Kim and Mauborgne discuss the application of Blue Ocean Strategy to government and political campaigns. La Tercera Reportajes, Chile, March 2009. Read more (in Spanish)

What Can Tata's Nano Teach Detroit?

This article focuses on Tata's micro-car, the Nano. It suggests that Nano’s Blue Ocean approach is a great lesson for Detroit’s ‘Big Three’ automakers to reconnect with customers and attract noncustomers. BusinessWeek, USA, March 18, 2009. Read more

Adopt Blue Ocean Strategy

The George Sleeba, Chairman and Managing Director of Fertilizers and Chemicals Travancore (FACT), inaugurated the 12th Annual Management Convention which focused on the economic recession and survival strategies. He advocates Blue Ocean Strategy to face the recession and says that companies should create blue oceans instead of focusing on competitors. The Hindu, India, March 8, 2009. Read more

Citrix Sets Course for Blue Ocean Strategy

Citrix, caught up in red oceans, is implementing Blue Ocean Strategy to set themselves apart from their competitors by pursuing both cost reductions and differentiation. Citrix reduced the cost of enterprise-level virtualization and differentiated themselves by including features and functionality. DABCC, USA, March 9, 2009. Read more

Exploração de mercados abre oportunidades a bancas

This article promotes Blue Ocean Strategy in the legal sector. It discusses how to apply the six paths framework of Blue Ocean Strategy to this sector., Brazil, March 11, 2009. Read more (in Portuguese)

The Declining U.S. Dollar Is an Irreversible Trend

In this article, Duke Law Firm applies Path 6, “looking across time”, of the Blue Ocean Strategy six paths framework to the monetary policies of the U.S. Government and Federal Reserve Banking System. Newsletter Duke Law Firm, USA, February, 2009. Read more

Game Developer Conference 2009 Announces a Casual Games Summit Colored Blue and Red

GDC, the world’s largest professionals-only game industry event held in California, is focusing its Casual Games Summit around the concepts of winning in both Blue and Red Oceans. To see more about this Summit. Game Developer Magazine, US, January 2009. Read more

Blue Ocean that’s also green

In this interesting article, Dr Lin, a Harvard educated economist, explains how Blue Ocean Strategy should be a stimulus during the current economic downturn and how it can provide the tools to meet two of Malaysia’s major policy objectives: creating new jobs and launching new initiatives to restructure the economy. He emphasizes how it is possible to create value while simultaneously reducing waste and the carbon footprint. The Star, Malaysia, January 2009. Read more

Why Should Customers Buy from You?

This article asks the question above and emphasizes the importance of Blue Ocean Strategy to create a unique offering that will lift you above competition at a low cost. Furniture World, US, January 2009. Read more

Blue Ocean thinking can create waves

The Guardian explains how Nintendo stopped benchmarking its competitors and focused on non customers by applying ‘Blue Ocean Strategy’ by challenging traditional industry assumptions. Since the tremendous success of the Wii, Sony and Microsoft have been forced to re-examine their strategy and create more family oriented games but the article concludes that even with this shift in direction, Xbox or PS3’s continued focus on clever technology is unlikely to lure away Nintendo’s new audience.The Guardian, UK, February 2009. Read more

Krisen er en chance – crises can be benefic

In this Danish interview, INSEAD Professor of Strategy, Andrew Shipilov, discusses how times of crisis can be benefic for companies, but stresses that instead of just minimizing costs and giving into pessimism, companies should focus on pursuing Blue Ocean Strategy and asking themselves how their current business model scan be changed to unlock new value.Børsen, Denmark, January 2009. Read more (in Danish)
Archived Blue Ocean Strategy News


INSEAD Professor stresses need to change traditional corporate strategy

Professor Narayan Pant, INSEAD’s  Dean of Executive Education in Singapore, emphasizes the necessity to change traditional corporate strategy and that creating Blue Oceans is the forward to creating strong, profitable growth for the future. The Sunday Times, Sri Lanka, December 2008. Read more

Ford Model T ve Mavi Okyanus

Dunya, a Turkish national newspaper, highlights the growing importance of Blue Ocean Strategy and redefining new market space. The article talks about the Ford Model T as a compelling example of a Blue Ocean strategic move. Dunya, Turkey, December 2008. Read more (in Turkish)

Create Blue Oceans to make the Competition Irrelevant.

This Q & A with BOS author Professor Chan Kim, discusses the main concepts of Blue Ocean Strategy including the difference between Value Innovation, the cornerstone of BOS and 'incremental innovation' that can sometimes detract value for the buyer rather than creating it. DNA India, November 2008. Read More.

Manager, è questo il momento di osare

This article emphasizes tipping point leadership and fair process especially in a time of crisis and urges firms to stop competing head on. Corriere della Sera, Italy, November 2008. Read More (in Italian)

Against the Tide

In this upbeat article, Professor Renée Mauborgne discusses how Blue Ocean Strategy changed the shape of industries as diverse as video games and cement. The Economic Times, October 2008. Read More

Stratégie Ocean Bleu pour Retrouver la Croissance.

This in depth article discusses how Blue Ocean Strategy and value innovation can lead companies back to growth and new markets in saturated industries like the banking and insurance sectors. Revue Bank, November 2008. Read More (in French).

New Opening! The UCSI- Blue Ocean Strategy Regional Center

The UCSI Blue Ocean Strategy Regional Centre was recently established. UCSI aims to make the Blue Ocean Strategy Regional Centre its crown jewel. The geographic scope of UCSI BOSRC includes Malaysia, Australia, Canada, China, India, Indonesia, Philippines, Singapore, Taiwan and Thailand. Toward this end, the BOS Regional Centre will be housed in a campus worth RM200 million (USD 61 million) situated in the heart of Kuala Lumpur. In 2009, there will also be a BOS Research Centre located on a sprawling campus of close to 200-acres in an exciting education township in Bandar Springhill.
The BOS Regional Centre builds and extends UCSI International Groups state-of-the-art facilities that support education, research and training activities, among which include the latest conference facilities, auditoriums, lecture theatres, concert halls and studios. Areas into which the Group is looking at expanding into in the near future include industry specific training centres and research facilities and computer graphic and animation studios, all of which would add to the capabilities the Group can bring to creating far-reaching success for the BOS Regional Centre. Click here to read more...

Blue Ocean Strategy - One of the 8 Absolutely Must Read Business Books

Blue Ocean Strategy has been recognised as one of the leading business texts by Maho Shibui, the renowned economist, in her recently published book 8 Absolutely Must Read Business Books. The premise of the book is simple; to offer those readers who lack time or opportunity to get an overview of the 8 business books which have sold more than 1,000,000 copies worldwide and have been influential in changing the paradigm by which people think and do business. Originally published in Japanese the book is currently being translated into several languages and will be available shortly. (Available soon)

Blue Ocean Strategy rated #1 Management Practice in China

Blue Ocean Strategy has been voted #1 in the annual Top 10 Management Practices survey carried out by Chief Executive China, the largest-circulation management magazine in mainland China. More than 1,200 senior mainland China managers responded to the survey, placing Blue Ocean Strategy first in this years results. Chief Executive China, August 2008. Read more (in Chinese)

Reinventing Canadas Political Circus

This article, featured in Canadas largest national newspaper, considers how the successful implementation of Blue Ocean Strategy in reinventing the circus industry could also be applied to Canadian politics. Globe and Mail, Canada, August 2008 Read more

Design Your Future: Blue Ocean Strategy

Ralph Trombetta, Senior Strategist of The Value Innovation Network, explains how Blue Ocean Strategy can provide untapped pools of profit through the creation of value for both the buyer and the company. DMI Newsletter, US, Summer 2008 Read more (page 7)

Margins to remain intact in near-term: HCL

Vineet Nayar, Chairman and Chief Strategy Officer of HCL Technologies, describes how its Blue Ocean Strategy has safeguarded the company in the face of the volatile foreign exchange market., India, August 2008 Read more

Big Blue Ocean

Hong Sik Ko, CEO of Samsung Total Petrochemicals - a joint venture between Samsung and oil major Total , describes how the company aims to differentiate itself from the red ocean of Asias plastic manufacturers and create a Blue Ocean of opportunity. ICIS Chemical Business, US, August 2008 Read more

La Estrategia del Ocano Azul

CLADEA, Latin America Council of Management Schools, one of the most important business networks in the world, has published several articles on Blue Ocean Strategy in its newsletter Leadership: Magazine for Managers.
  • Blue Ocean: The importance of creating new spaces in the market
  • Blue Ocean: An approach that generates value among firms
  • Blue Ocean: Innovation Tool
  • Blue Ocean: European Vision
CLADEA, Summer 2008Read more (in Spanish)

Apprendre innover pour se demarquer

INSEAD together with the Blue Ocean Strategy Institute has launched the new INSEAD Open Enrollment Program Blue Ocean Strategy. This new programme is specifically designed for CEOs, executives and managing groups. Professor Peter Zemsky, the Programme Director explains how the participants will gain keen insights into how the Blue Ocean Strategy concept complements and goes beyond traditional approaches to strategy. LesEchos, France September 2008. Read more (in French)