Monday, October 15, 2012

Goodreads: Blue Ocean Strategy


Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition IrrelevantBlue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant by W. Chan Kim

My rating: 2 of 5 stars





The authors (W. Chan Kim and Renee Mauborgne) provide case studies on how some companies left their "bloody-red" oceans of competition for completely open blue oceans where they were unique.

Some are well-known business stories, such as Southwest Airlines becoming a low-cost provider. However, the book provides details into Southwest's underlying business strategies that may not be well known. Other case studies gave new insight into various companies and their product strategics. One interesting story, for example, was [yellow tail], the Australian wine company that stepped outside of the traditional wine marketing with a simpler offering targeting casual drinkers.

The book covers the "strategic canvas" for analyzing competitors and planning a new market space. It then outlines six different principals for creating your own "blue ocean" strategy:

1) Reconstruct market boundaries
2) Focus on the big picture, not on the numbers
3) Reach beyond existing demand
4) Get the strategic sequence right
5) Overcome key organizational hurdles to make blue ocean strategy happen in action
6) Build execution into strategy from the start to build organizational trust and commitment



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With over 20 years of industry experience, Doug Lautzenheiser has provided business intelligence services for well-known organizations such as Procter & Gamble, JPMorgan Chase, Omnicare, Wendy’s International, the State of Indiana, and the State of Oklahoma. ComputerWorld recognized one of Doug's projects with honors for innovative use of technology.  Doug is a featured blogger on BI software at Smart Data Collective.

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