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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STRATEGY RENEWAL

Would a blue ocean last for good once a blue ocean is created? Recognizing the changing reality of market dynamics, a company needs to adjust and shift the strategic direction to strengthen its blue ocean strategy. The following cases demonstrate how a company effectively create and renew their blue oceans over time, thereby achieving long-term profitable growth.

SALESFORCE.COM:  CREATING A BLUE OCEAN IN THE B2B SPACE

The case describes a series of blue ocean strategic moves made by Salesforce.com in the CRM application market. In particular, the case addresses the concern of business executives over the applicability of blue ocean strategy in the B2B area. B2B managers often find that they are locked into providing products of certain types and specifications to their immediate customers. But in fact, value innovation can take place on the three platforms of a business offering – product, service and delivery. Salesforce’s strategic moves provide an exemplary demonstration of how a company can effectively create and renew its blue ocean in the B2B space by value innovating on the product, service, and delivery platforms.

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.

STRATEGIC INNOVATION: PARK24, REINVENTING THE PARKING INDUSTRY IN JAPAN

This case examines how 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.