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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STRATEGIC ALIGNMENT

For any strategy to be successful and sustainable, an organization must align three strategy propositions – value, profit, and people propositions. These strategy propositions are not separate from each other, as key factors of one proposition often support and reinforce the other two propositions, thereby creating a strong and virtuous cycle. Check out the blue ocean cases below which illustrate contrasting consequences of excellent and poor strategic alignments.

WIKIPEDIA: MAKING A BLUE OCEAN STRATEGIC MOVE THAT DISCOURAGES IMITATION

The case illustrates how the alignment of value, profit and people propositions around both differentiation and low cost makes a blue ocean strategic move very difficult to imitate. Using the strategic move of Wikipedia, this case examines the three strategy propositions for the online encyclopedia industry and how key factors from one proposition can support and reinforce the other two propositions.

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.

CHARITY: COMIC RELIEF, HOW RED NOSE DAY MADE THE COMPETITION IRRELEVANT FOR DECADES

How did Comic relief stand out in an overcrowded industry to become one of the UK’s most distinctive charities? This case shows how the organization created new demand, uncovered pain points in the industry and aligned three strategy propositions – value, profit, and people – to create decades of enduring success.