Case Study Trailer

Fintech: Compte-Nickel, Creating New Demand in the Retail Banking Sector

Author(s): KIM, W. Chan, MAUBORGNE, Renée, PIPINO, Mélanie


The case explains how the French fintech Compte-Nickel found a blue ocean in the crowded French retail banking sector by identifying noncustomers and developing a strategy to attract them. Traditional banks focused on developing financial technology to make their offerings more appealing, whereas the fintech Compte-Nickel created a blue ocean by looking at the noncustomers the other banks ignored: low income earners and people facing financial exclusion.
This case comes with a teaching note, lecture slides, and a two-part exclusive video interview with Hugues Le Bret, CEO of the fintech Compte-Nickel.
This case is also available in Chinese and French.

Pedagogical objectives:

With this case, participants will learn to use four blue ocean strategy analytic tools:

  • The Buyer Utility Map, which helps to think from a demand-side perspective,
  • The Eliminate-Reduce-Raise-Create Grid, which helps focus on which key factors of competition to eliminate, reduce, raise, and create to unlock a new blue ocean,
  • The Strategy Canvas, the central diagnostic tool that graphically captures, in one simple picture, the current strategic landscape and a new blue ocean strategy,
  • And the Blue Ocean Idea Index, a tool that analyses whether the new blue ocean strategy is commercially viable or not.
Case Study
Teaching Note
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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