Case: Making a Blue Ocean Strategic Move that Discourages Imitation
The case entitled, ‘Making a Blue Ocean Strategic Move that Discourages Imitation’ illustrates how the alignment of value, profit and people propositions around both differentiation and low cost makes a blue ocean strategic move very difficult to imitate. Using the strategic move of Wikipedia, this case examines the three strategy propositions for the online encyclopedia industry and how key factors from one proposition can support and reinforce the other two propositions. This case demonstrates how strategy is more than creating value for customers, it should create value for buyers (both customers and noncustomers), profit for the company and motivate its people (staff, business partners and the general public) to embrace and execute the new strategy with enthusiasm and commitment. If the value and profit propositions are strong but the people proposition does not motivate the organization to move forward with focus and commitment, it will result in execution failure. Alternatively, if the people proposition is powerful but the value and profit propositions are weak, the company’s performance will be lackluster due to formulation failure. The case comes with a four-part theory-based video. The first part of the video case provides an overview of the online encyclopedia industry, from the first printed edition of Encyclopedia Britannica to Microsoft’s failed attempt to sustain its Encarta.com offering. Then, the video case explores each of the value, profit and people propositions of the online encyclopedia industry through interviews with key players including the founder, executive director, staff and volunteers of Wikipedia, otherwise known as wikipedians. In combination with the video case, the instructor can use the accompanying lecture slides to lead an engaging class discussion that is excellent for both MBAs and executives. The case also comes with a comprehensive teaching note that includes answer keys and strategy canvas templates for class discussion.
Teaching Note: Making a Blue Ocean Strategic Move that Discourages Imitation
Author(s): W. Chan Kim, Renee Mauborgne, Katrina Ling
Video Case and Lecture Slides: Click here to request access to the video and lecture slides
If you are a professor teaching the Wikipedia Case in a university, you can ask for access to download the movie and lecture slides that accompany the case and teaching notes. Click here to request access to the video and lecture slides