TEACHING MATERIALS

Blue ocean pedagogical materials, used in nearly 3,000 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.

Wikipedia: Making a Blue Ocean Strategic Move That Discourages Imitation

Author(s): KIM, W. Chan, MAUBORGNE, Renée, LING, Katrina

Case study trailer

Summary

This case is excellent for teaching both MBAs and executives how to create a blue ocean strategy that is hard to imitate and sustainable. It focuses on Wikipedia versus Britannica.com in the online encyclopedia industry. The case teaches participants the importance of aligning the three strategy propositions of value, profit, and people around both differentiation and low cost to break the value-cost trade-off and create a blue ocean that is hard to imitate.

Compelling firsthand video interviews with Jimmy Wales, the founder of Wikipedia – along with other key executives, staff and volunteers, otherwise known as Wikipedians – bring this case to life in the classroom.
The case is also available in Chinese.

Case Study

English: HBSP | Case Centre | INSEAD

Chinese: Case Centre | INSEAD

Video

English: Available to download for free in the Educators’ Space

Lecture Slides

English: Available to download for free in the Educators’ Space