Historical Moves

Lessons From Breakthrough Strategic Moves Over the Last Century

Author(s): KIM, W. Chan, MAUBORGNE, Renée, HUNTER, Jason


This case illustrates how businesses over the last 100 years have periodically broken away from the competition to create and capture new market space – often giving rise to entirely new industries. Yet, to date, there is very little understanding of the underlying strategic logic behind these breakthrough strategic moves.

The case and its accompanying video, available here at blueoceanstrategy.com upon request for professors only, examines whether there is a shared pattern across these strategic moves by examining three representative industries that touch peoples’ everyday lives: autos – how people get to work; computers – what people use at work; and movie theaters – where people go after work for entertainment. The complementary video, A History of Blue Ocean Strategic Moves: Is There a Pattern?, is free for instructor download and provides a visual demonstration of these three representative industries so that participants can deduce the shared patterns across these strategic moves. Request material here. The case and the video come with a comprehensive teaching note and are excellent for both MBAs and executives.

Case Study
Teaching Note

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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