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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TEACHING GUIDE

Module 1: Blue Ocean Strategy Foundation

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool.

Blue Ocean Strategy provides a different perspective in strategy that enables companies to create “blue oceans” of uncontested market space ripe for growth. Such market-creating strategy produces leaps in value for both the firm and its buyers, rendering rivals obsolete and seizing new growth. This teaching module presents key conceptual takeaways of blue ocean strategy in a stand-alone session, which can be incorporated into a strategy core course or in other business disciplines.

Module 1: Blue Ocean Strategy Foundation

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool.

Blue Ocean Strategy provides a different perspective in strategy that enables companies to create “blue oceans” of uncontested market space ripe for growth. Such market-creating strategy produces leaps in value for both the firm and its buyers, rendering rivals obsolete and seizing new growth. This teaching module presents key conceptual takeaways of blue ocean strategy in a stand-alone session, which can be incorporated into a strategy core course or in other business disciplines.

Module 2: Creating a Blue Ocean Strategy

While understanding how to compete in existing market space is important, a competitive view of strategy leaves unaddressed the critical challenge of how to redefine industry boundaries and create new market space.

To learn how strategy shapes structure to create new market space, this strategy module focuses on four key aspects of Blue Ocean Strategy: how to reconstruct industry boundaries, how to reach beyond existing demand, how to pursue differentiation and low cost simultaneously, and how to build profitable business models to succeed in new market spaces. Under this theory of strategy, the structure of an industry is not taken as given, strategy determines structure that leads to performance consequences. This shifts the focus of strategy from a zero-sum towards a non-zero-sum paradigm.

Module 3: Implementing Blue Ocean Strategy

What are the risks of implementing a new strategy, particularly when it requires a significant departure from a status-quo? And how can we minimize those risks?

This teaching module addresses key principles for implementing a new strategy successfully by introducing tipping point leadership and fair process.

While this teaching module is prepared to teach key implementation principles in the context of blue ocean strategy, teachers might introduce tipping point leadership and fair process in a general strategy implementation or a leadership course as they are relevant to and generally applicable for a successful strategy execution in any kind.

Module 4: Class Hackathon – Blue Ocean Shift in Action

This teaching module takes on blue ocean shift process in a hackathon format so that participants not only learn the concepts and methodology of blue ocean but also experience an actual strategy formulation process. In this way, participants can polish their understanding on the theory, retain the knowledge longer, and they become more confident to transfer the knowledge into an action.

In this class hackathon, each participant will perform in a group to create a blue ocean idea in a challenging red ocean industry. We provide a process – a five-step modular approach with blue ocean tools and framework, though which participants can unlock their creativity and reimagine the future. It is an open-ended task which does not require a correct answer. In the end of group exercise, however, we present one of the possible answers in a form of case study, so that participants can reflect upon their exercise with what the real case has done.