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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Value Innovation vs. Technology Innovation

Does new technology promise a new market space? Or is it value innovation that opens a strong and sustainable new market? Technology innovation may be a catalyst for value creation, depending on whether a company can conceive of a compelling value proposition that builds upon the enabling technology. Understanding the differences between value and technology innovations sets the right approach to creating a new offering that appeals to the mass of buyers. The following blue ocean cases provide enriching accounts for clarifying what leads to creating a successful new market space.

SEARCHING FOR VALUE: VALUE INNOVATION VS. TECHNOLOGY INNOVATION

The case helps participants explore and understand the difference between value innovation, the creation of a leap in value, and technology innovation, the creation of breakthrough technology. It teaches students to identify value innovation offerings, how value innovation differs from technology innovation and their commercial consequences. The case also explores if and how patterns in value innovation remain constant across industries and throughout time. The case is designed to foster a lively classroom discussion driven by mini cases and exercises.

DRIVING THE FUTURE: HOW AUTONOMOUS VEHICLES WILL CHANGE INDUSTRIES AND STRATEGY

This case explores whether self-driving cars (autonomous vehicles or AVs) are a red ocean or blue ocean opportunity, and explains the difference between technological innovation and value innovation. It will prompt students to think about disruptive innovation and nondisruptive market creation, and why inventors of major technological innovations throughout history have often failed to meaningfully monetize their inventions.

ARTIFICIAL INTELLIGENCE: STITCH FIX, A BLUE OCEAN RETAILER IN THE AI WORLD

This case describes how a young MBA student turned her school project into a $1.5 billion company, Stitch Fix. Created by Katrina Lake, a Harvard Business School graduate, Stitch Fix provides a personal styling service, sending individually selected clothing and accessories based on customer preferences and constraints. Buyers receive the knowledge, creativity and style expertise of professional stylists, combined with top-tier AI analytics. These are blended into a service previously reserved for the wealthy (personal styling), delivered directly to customers’ homes, at a price point that fits their budget.