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.
|One Page Summary||
|Firsthand video interview with Dong Gun Lee, CEO of My Real Trip||