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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understanding red ocean vs blue ocean strategy

Understanding Red Ocean vs. Blue Ocean Strategy

What is blue ocean strategy? Have a conceptual distinction between two strategic paradigms – structuralism or red ocean strategy versus reconstructionism or blue ocean strategy – and unveil different strategic opportunities that lead to different profitable growth trajectories. The following blue ocean cases are proven to be great teaching resources to bring the theory of blue ocean strategy in a highly effective and engaging way.

A MAESTRO WITHOUT BORDERS: HOW ANDRÉ RIEU CREATED THE CLASSICAL MUSIC MARKET FOR THE MASSES

André Rieu and his Johann Strauss Orchestra have stood apart in the declining classical music industry for nearly two decades. This case examines how the Dutch violinist and conductor created a vast blue ocean of new demand by reconstructing the market boundaries between classical and pop music.

THE MARVEL WAY: RESTORING A BLUE OCEAN

The Marvel Way: Restoring a Blue Ocean explains one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with CEO Peter Cuneo who launched a Blue Ocean. The video is available for professors in the members’ area.

DRYBAR: NO CUTS. NO COLOR. JUST BLOWOUTS!

The case looks at how Drybar changed the concept of professional blow-drying and made it compelling to women regardless of age or background. Drybar recognized an untapped business opportunity in blowout services and turned this opportunity into a $ 70 million business with 55 locations across the United States in just five years.

SUCCESSES AND FAILURES OF AMAZON’S GROWTH STRATEGIES: CAUSES AND CONSEQUENCES

This case looks at the 20-year path taken by the world’s fourth-largest company by market capitalization. It analyses Amazon’s successful and failed strategic moves along the way, with insights into the roots of the company’s high and poor performance.

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.

YELLOWTAIL: CRAFTING WINNING STRATEGIES IN A MATURE MARKET: THE US WINE INDUSTRY IN 2001

This case and accompanying theory-based movie examine the US wine industry in 2001 and the strategic move executed by [yellow tail] that made it the number one imported wine and the fastest growing brand in the history of the US and Australian wine industries.

CIRQUE DU SOLEIL: THE EVOLUTION OF THE CIRCUS INDUSTRY (PART A) & EVEN A CLOWN CAN DO IT: CIRQUE DU SOLEIL RECREATES LIVE ENTERTAINMENT (PART B)

Cirque du Soleil entered a structurally unattractive circus industry. Yet, it was able to reinvent the industry and create a new market space by challenging the conventional assumptions about how to compete. It value-innovated by shifting the buyer group from children (end-users of the traditional circus) to adults (purchasers of the traditional circus), drawing upon the distinctive strengths of other alternative industries, such as the theatre, Broadway shows and the opera, to offer a totally new set of utilities to more mature and higher spending buyers.

HISTORICAL MOVES: LESSONS FROM BREAKTHROUGH STRATEGIC MOVES OVER THE LAST CENTURY

This case and accompanying theory-based movie examine three industries—automobiles, computers and cinema—that impact our everyday lives. How people get to work, what they use at work and where they go after work uncover patterns behind breakthrough strategic moves.