Blue Ocean Hackathon

Case Study Trailer

Blue Ocean Hackathon: Market Creation in a Highly Competitive Industry

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


This highly engaging strategy formulation exercise allows the participant to unlock their creativity through the systematic five-step process of blue ocean shift. We reverse the learning process of case method by combining it with a group exercise. Participants will formulate their own market-creating strategy first by actively applying the concept, framework, and process of blue ocean shift to one of the most competitive industries – the travel industry. Then, they will be introduced to a real-life case that challenged the travel industry’s long-existing assumptions and successfully opened new market space. In analyzing the case, a three-part video series walks participants through the same blue ocean shift process applied in their group exercise, which will reinforce their learnings from the exercise and enhance their understanding of the case.
This case is excellent for running a half-day or one-day workshop on creativity, innovation, and entrepreneurship.

Case Study
Teaching Note
One Page Summary
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 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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