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.

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CORPORATE PORTFOLIO MANAGEMENT

A corporation’s value reflects not only today’s performance but also its future profitability. It hinges upon the performance, growth momentum and profit prospects of all business divisions, rather than upon any single unit. In this regard, what brings future profits and growth to a corporation and how a corporation should plan and balance its business portfolio for both the present and future across its different divisions? Explore in depth the blue ocean cases that feature market-creating strategic moves in the context of corporate portfolio management.

HOW APPLE’S CORPORATE STRATEGY DROVE HIGH GROWTH

This case introduces the application of blue ocean strategy in the context of managing business portfolios at the corporate level and its impact on the total market value of a firm. The case examines a series of blue ocean strategic moves at Apple Inc. that transformed the company from a computer manufacturer into a consumer electronics powerhouse.

PING AN GOOD DOCTOR: CREATING A NONDISRUPTIVE SOLUTION FOR CHINA’S HEALTHCARE SYSTEM

This case describes how the Chinese internet healthcare company Ping An Good Doctor created a nondisruptive solution for addressing a key challenge in China’s healthcare industry: Seeking healthcare was difficult for many Chinese people due to the relative scarcity and uneven distribution of high-quality healthcare services. 

WAWA: RETAILING REINVENTED THROUGH BLUE OCEAN STRATEGY

How did the convenience store survive the 2008 financial crisis while struggling to differentiate itself from its competitors? This case examines how Wawa looked to blue ocean strategy to redefine industry boundaries and become the 24th largest private company in the US by 2017, with sales of more than $10 billion.

SUCCESSES AND FAILURES OF AMAZON’S GROWTH STRATEGIES: CAUSES AND CONSEQUENCES

This case looks at the 20-year path taken by the world’s fourth-largest company by market capitalization. It analyses Amazon’s successful and failed strategic moves along the way, with insights into the roots of the company’s high and poor performance.

NINTENDO SWITCH: SHIFTING FROM MARKET-COMPETING TO MARKET-CREATING STRATEGY

This case analyses how Nintendo used blue ocean strategy in the face of massively disruptive technology – smartphones and tablets. Initially failing with its own version of a tablet-like console, Nintendo understood the need for value innovation, leading to the wildly popular Nintendo Switch, Pokémon Go and other mobile games.

THE MARVEL WAY: RESTORING A BLUE OCEAN

The Marvel Way: Restoring a Blue Ocean explains one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with CEO Peter Cuneo who launched a Blue Ocean. The video is available for professors in the members’ area.

EDUCATION: A BLUE OCEAN SHIFT FROM INSOLVENCY TO EXCELLENCE, TURNING AROUND THE PRIVATE UNIVERSITY OF BOLIVIA

Faced with political uncertainty and financial bankruptcy, the Universidad Privada Boliviana (UPB), the Private University of Bolivia, looked to blue ocean strategy to turn around its fortunes. This case examines how Manuel Olave, hired as UPB’s President in 1999, created a blue ocean shift that saw the school triple its student body and become the best ranked business school in Bolivia.