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.

ALL CASES

CASES BY TOPIC

BOOKS

TEACHING GUIDE

HOW TO GROW DEMAND

Supply exceeds demand in many industries, and many believe that creating and capturing new demand is nearly a mission impossible. Here instead of focusing on existing customers and their differences, turn to noncustomers and understand the powerful commonalities in what buyers truly value. The following blue ocean cases feature how a company can unlock new demand by looking across noncustomers and maximize strategic opportunities at hand.

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.

FINTECH: COMPTE-NICKEL, CREATING NEW DEMAND IN THE RETAIL BANKING SECTOR

The case illustrates how Compte-Nickel founded a blue ocean in the crowded French retail banking sector by identifying noncustomers and developed a strategy to attract them. The case shows that traditional banks focused on developing financial technology to make their offerings more appealing whereas Compte-Nickel created a blue ocean by looking at the noncustomers the other banks ignored: low-income earners and people facing financial exclusion.

GILLETTE: HOW A US CONSUMER PRODUCTS COMPANY UNLOCKED THE THREE TIERS OF NONCUSTOMERS

This case and accompanying interactive presentation illustrate how new demand is created by looking to noncustomers instead of just competing for a share of the existing customers of an industry.

FINTECH: INNOVATION WITHOUT DISRUPTION: HOW PRODIGY FINANCE ACHIEVED BOTH HIGH GROWTH AND SOCIAL GOOD

The case describes how three INSEAD alumni founded a fintech company called Prodigy Finance and created a new market of international student loans by solving a long unaddressed problem in the finance industry. The founders of Prodigy Finance created a lending platform based on a forward-looking and cross-border risk assessment model, thereby effectively connecting international student borrowers with individual and institutional investors.

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.

AN INNOVATION THAT HAS CHANGED THE LIVES OF WOMEN IN INDIA

In the year 2000, only 2% of rural Indian women and girls used menstrual hygiene products; the rest used ash, dirty rags, or sat out their periods in huts. The onset of menses often meant the end of school for Indian girls, forced marriage, and a lifetime of servitude. One man sought to change that and increased the use of menstrual hygiene products by 600% and counting. Arunachalam Muruganantham “Muruga” created low-tech, low-cost machines enabling groups of Indian women to produce and sell pads to other local women. His unique strategy overcame an impossible distribution channel and, more importantly, taboo for a subject that affected half of Indians but that nobody used to talk about.

JUSTIN TRUDEAU WINS 2015 CANADA ELECTION: CREATING A BLUE OCEAN IN POLITICS

The case describes how Justin Trudeau came from a seemingly hopeless third place (in the party rankings) to win a stunning majority and become Canada’s 23rd prime minister. Trudeau’s win is analysed through a Blue Ocean lens, showing how his campaign broke with the traditional rules of engagement by reaching out to non-voters, and increasing willingness-to-vote while lowering the cost-of-voter acquisition.

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.