Blue Ocean Shift Exercise

Case Study Trailer

Exercise For Market Creation in the Highly Competitive Travel Industry

Author(s): KIM, W. Chan, MAUBORGNE, Renée, KOO, Oh Young

Summary:

This highly popular exercise allows participants to actually apply the concept, frameworks, and process of blue ocean shift to one of the most competitive industries – the travel industry. Using worksheets, participants will take a step-by-step approach to systematically shift their strategic logic from competing to creating and apply the processes and tools of blue ocean shift to the travel industry. The case includes a real-life example of a successful blue ocean shift in the travel industry and is accompanied by a firsthand video interview with Dong Gun Lee, CEO of My Real Trip, a Korean company that challenged the travel industry’s long existing assumptions to open new market space.

Case Study
Teaching Note
One Page Summary
Worksheets
Firsthand video interview with Dong Gun Lee, CEO of My Real Trip
Lecture Slides

Teaching Materials

Blue ocean pedagogical materials, used in over 2,800 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 strategy concepts, developed by world-renowned professors W. Chan Kim and Renée Mauborgne.
Materials available from Harvard Business Publishing
Blue Ocean Shift | Strategy materials available
from The Case Centre
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