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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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.