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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HOW TO CREATE A NEW MARKET

What are the paths to creating a blue ocean of new market space? How can a company reconstruct existing market boundaries, thereby breaking the value-cost trade-off? Explore in depth the strategic logic and methodology of creating a new market space using the following blue ocean cases.

BLUE OCEAN HACKATHON: MARKET CREATION IN A HIGHLY COMPETITIVE INDUSTRY

This highly popular exercise allows participants to actually apply the concept, frameworks, and process of blue ocean shift to one of the most competitive industries – the travel industry. Using worksheets, participants will take a step-by-step approach to systematically shift their strategic logic from competing to creating and apply the processes and tools of blue ocean shift to the travel industry. The case includes a real-life example of a successful blue ocean shift in the travel industry and is accompanied by a firsthand video interview with Dong Gun Lee, CEO of My Real Trip, a Korean company that challenged the travel industry’s long-existing assumptions to open new market space.

A MAESTRO WITHOUT BORDERS: HOW ANDRÉ RIEU CREATED THE CLASSICAL MUSIC MARKET FOR THE MASSES

André Rieu and his Johann Strauss Orchestra have stood apart in the declining classical music industry for nearly two decades. This case examines how the Dutch violinist and conductor created a vast blue ocean of new demand by reconstructing the market boundaries between classical and pop music.

TATA NANO’S EXECUTION FAILURE: HOW THE PEOPLE’S CAR FAILED TO RESHAPE THE AUTO INDUSTRY AND CREATE NEW GROWTH

This case and the accompanying three-part theory-based movie describe Tata Motors’ strategic move to create and launch the Tata Nano and the successes and setbacks of the Tata Nano team in actualizing this strategic move. The case and part-one of theory-based video first review how the Tata Nano was conceived based on noncustomer insights and how a strategic price was set to capture the mass of target buyers. The case and part-two of the theory-based movie then show how the Tata Nano team complemented its compelling value proposition with a viable profit proposition by pursuing target-based costing. Finally, the case and part-three of theory-based movie examine different components of the Tata Nano’s people proposition to identify the major causes of the setback it experienced in executing the strategic move.

ZAPPOS: BRING THE SHOE STORE TO YOUR HOME (PART A)

The Part A of the Zappos case illustrates how the company reconstructed the existing boundary of online footwear retail industry with a distinctive value proposition that is neither an offline nor online shoe store in the conventional sense.

HEALTHCARE: REHABILITY, INNOVATION IN A HIGHLY REGULATED INDUSTRY 

The case describes the conditions of the highly regulated medical supplies industry in Germany and shows how traditional players trapped themselves in ever-intensifying and price-based competition. Then, the following case illustrates how Rehability, a German medical supply store, created new market space in the early 1990s by asking a different set of strategic questions, shifting the focus of the industry and reconstructing market boundaries.

DRYBAR: NO CUTS. NO COLOR. JUST BLOWOUTS!

The case looks at how Drybar changed the concept of professional blow-drying and made it compelling to women regardless of age or background. Drybar recognized an untapped business opportunity in blowout services and turned this opportunity into a $ 70 million business with 55 locations across the United States in just five years.

INDIAN PREMIER LEAGUE: CREATING A BLUE OCEAN IN SPORTS (ONLINE CASE)

The online case “Indian Premier League: Creating a Blue Ocean in Sports” is a self-paced case study that lets students analyze the strategic logic behind the launch of the Indian Premier League using blue ocean analytical tools and frameworks. This case unfolds by having students read a short, interactive case, watch an exciting video clip, and take two sets of online quizzes to test what they have learned about its blue ocean market-creation process. Given that this is self-learning material, it is good to either provide the case as a wrap-up of Blue Ocean Strategy learning, or conversely, as a warm-up.

YELLOWTAIL: CRAFTING WINNING STRATEGIES IN A MATURE MARKET: THE US WINE INDUSTRY IN 2001

This case and accompanying theory-based movie examine the US wine industry in 2001 and the strategic move executed by [yellow tail] that made it the number one imported wine and the fastest growing brand in the history of the US and Australian wine industries.

CIRQUE DU SOLEIL: THE EVOLUTION OF THE CIRCUS INDUSTRY (PART A) & EVEN A CLOWN CAN DO IT: CIRQUE DU SOLEIL RECREATES LIVE ENTERTAINMENT (PART B)

Cirque du Soleil entered a structurally unattractive circus industry. Yet, it was able to reinvent the industry and create a new market space by challenging the conventional assumptions about how to compete. It value-innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), drawing upon the distinctive strengths of other alternative industries, such as the theatre, Broadway shows and the opera, to offer a totally new set of utilities to more mature and higher spending buyers.

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.

STRATEGIC INNOVATION: PARK24, REINVENTING THE PARKING INDUSTRY IN JAPAN

This case examines how a Japanese company, Park24, redrew the landscape of the short-stay parking industry. The company’s blue ocean move shows how a nondisruptive market-creating approach can open up new value-cost frontiers, new demand and high growth.

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.