TEACHING MATERIALS
Blue ocean pedagogical materials, used in nearly 3,000 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper understanding of key blue ocean concepts, from blue ocean strategy to nondisruptive creation, developed by world-renowned professors Chan Kim and Renée Mauborgne. Currently, with over 20 Harvard bestselling cases. Chan Kim and Renée Mauborgne are the top three bestselling case authors globally.
ALL CASES
CASES BY TOPIC
BOOKS
TEACHING GUIDE
Reimagining the Karaoke Industry
Mei KTV’s Blue Ocean Strategy in the Age of AI
Author(s): KIM, W. Chan, MAUBORGNE, Renée, JI, Mi
Summary
The KTV industry in China came to be widely regarded as a sunset sector as alternative forms of entertainment increasingly gained popularity. The founder of Mei KTV, however, identified an opportunity to create new market space within this declining industry.
Mei KTV broke away from the outdated, asset heavy model that had long characterized traditional KTV operators by offering a compelling value proposition, an asset light business model, and an innovative expansion approach. As a result, it attracted a large and growing customer base and achieved rapid, profitable growth. In this course, Mei KTV used AI as an important tool to enable and support its overall strategy.
Mei KTV’s strategic moves embody the logic of Blue Ocean Strategy and illustrate how, with an effective market creating strategy, companies can reshape industry conditions to create and capture new demand, thereby achieving profitable growth.
Teaching Objectives:
- To examine the state of the KTV industry in China and appreciate how Mei KTV’s founder identified a market-creating opportunity despite adverse industry conditions.
- To analyze Mei KTV’s innovative value proposition and how it created unprecedented experiences for customers, breaking away from traditional KTV offerings.
- To evaluate Mei KTV’s business model to understand what has supported the business’ rapid expansion and profitable growth.
- To explore the innovative use of AI in Mei KTV’s business and discuss how the technology is applied to advance the company’s strategic goals.