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.
CASES BY TOPIC
Wikipedia: Making a Blue Ocean Strategic Move That Discourages Imitation
Author(s): KIM, W. Chan, MAUBORGNE, Renée, LING, Katrina
Case study trailer
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.