Blue Ocean Strategy Casebook

© INSEAD Blue Ocean Strategy Institute

Here is a catalogue of blue ocean strategy pedagogical materials, used in over 2,800 universities and in almost every country around the world. We developed various types of teaching materials including paper cases, theory-based video cases and interactive exercises in order to build a deeper understanding of key blue ocean strategy concepts, developed by W. Chan Kim and Renée Mauborgne. As of Dec. 2016, we have 23 cases to present to you. These cases involve different types of business, industry, and company structure. Each case has distinctive learning points on blue ocean strategy and applies different teaching methods. Some cases are available in different languages.

How to get the materials? Mouse over and click the title to access each case Go to www.blueoceanstrategy.com/teaching-materials to browse all © INSEAD Blue Ocean Strategy Institute

Blue Ocean Strategy Teaching Materials

Drybar: No Cuts. No Color. Just Blowout! 2016

How to use the casebook? For each case, look for labels in blue and yellow on the synopsis page and be informed on what strategy concepts the case presents (blue label) and which region, industry and business the case deals with (yellow label). Then check the icons to see what teaching materials are available for the case concerned.

Noncustomer

Fair Process

Market Reconstruction

Finance

US

B2B

© INSEAD Blue Ocean Strategy Institute

[Index] Blue Ocean Strategy Pedagogical Materials

Drybar Compte-Nickel Marvel Justin Trudeau Blue Ocean Finance Rehability

Wikipedia

Nintendo Wii

Gillette Historical Moves Yellow Tail NTT DoCoMo

Cirque du Soleil Implementation Lecture Napoleon BonaparteScenario Case Self-diagnostic Tool Interactive Case

Tata Nano Zappos.com SalesforceZappos.com Skype

Apple

© INSEAD Blue Ocean Strategy Institute

US

Beauty Salon

Entrepreneurship

Market Reconstruction

Noncustomer

VIDEOLECTURE SLIDES

CASE TN

Drybar (A) & (B): No Cuts. No Color. Just Blowout!

© INSEAD Blue Ocean Strategy Institute

France

Banking

Entrepreneurship

Noncustomer

Commercial Viability

2016Compte-Nickel: Creating New Demand in the Retail Banking Sector

VIDEOLECTURE SLIDES

CASE TN

© INSEAD Blue Ocean Strategy Institute

Turnaround

US

Entertainment

Value Innovation

Strategic Alignment

The Marvel Way: Restoring a Blue Ocean

VIDEOLECTURE SLIDES

CASE TN

© INSEAD Blue Ocean Strategy Institute

Canada

Politics

Election Campaign

Noncustomer

2016Justin Trudeau Wins 2015 Canada Election: Creating a Blue Ocean in Politics

VIDEOLECTURE SLIDES

CASE TN

BACKGROUND NOTE

© INSEAD Blue Ocean Strategy Institute

MNCs

Finance

Globalization

Value Innovation

Blue Ocean Finance: The Evolution of Corporate Treasury Operations in the 21st Century

CASE TN

© INSEAD Blue Ocean Strategy Institute

Highly Regulated

Germany

Retail (Medical)

Market Reconstruction

Buyer Utility Map

VIDEOLECTURE SLIDES

CASE TN

Rehability (A) & (B): More than Just Wheelchairs

© INSEAD Blue Ocean Strategy Institute

VIDEOLECTURE SLIDES

CASE TN

India

Auto

Noncustomer

Tata Nano's Execution Failure: How the People's Car Failed to Reshape the Auto Industry and Create New Growth

Target Costing

Execution Failure

Strategic Alignment

Commercial Viability

© INSEAD Blue Ocean Strategy Institute

Japan

Video Game

Market Reconstruction

VIDEOLECTURE SLIDES

CASE

Lessons Learned from Noncustomers

Noncustomer

© INSEAD Blue Ocean Strategy Institute

US

Retail (Footwear)

Market Reconstruction

Buyer Utility Map

Zappos.com (A): Bring the Shoe Store to Your Home

Online

VIDEOLECTURE SLIDES

CASE TN

© INSEAD Blue Ocean Strategy Institute

US

Retail (Footwear)

People Proposition

Fair Process

Online

VIDEOLECTURE SLIDES

CASE TN

Zappos.com (B): Strategy Powered by Culture and People

Sustainability

Barriers to Imitation

© INSEAD Blue Ocean Strategy Institute

World

Telecommunication

Market Reconstruction

Buyer Utility

VIDEOLECTURE SLIDES

CASE TN

Skype in the Voice-over-IP Industry: A Commercially Viable Blue Ocean?

Commercial Viability

Strategic Pricing

© INSEAD Blue Ocean Strategy Institute

US

CRM Software

Noncustomer

Strategic Renewal

VIDEOLECTURE SLIDES

CASE TN

Barriers to Imitation

Creating a Blue Ocean in the B2B Space

B2B

© INSEAD Blue Ocean Strategy Institute

Barriers to Imitation

US

Electronics

Market Reconstruction

Noncustomer

VIDEOLECTURE SLIDES

CASE TN

Sustainability

How Apple’s Corporate Strategy Drove High Growth

ARTICLES

Business Portfolio

Pioneer-Migrator-Settler Map

© INSEAD Blue Ocean Strategy Institute

World

Encyclopedia

Strategic Alignment

People Proposition

VIDEOLECTURE SLIDES

CASE TN

Nonprofit

Making a Blue Ocean Strategic Move that Discourages Imitation

Barriers to Imitation

© INSEAD Blue Ocean Strategy Institute

LECTURE SLIDES

CASE TN

US

Consumer Product

Noncustomer

How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers

© INSEAD Blue Ocean Strategy Institute

World

Auto

Value Innovation

Noncustomer

VIDEOCASE TN

Computer

Lessons From Breakthrough Strategic Moves Over the Last Century

Movie Theater

© INSEAD Blue Ocean Strategy Institute

Australia

Wine

Market Reconstruction

Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001

Noncustomer

SMEs

VIDEOCASE TN

© INSEAD Blue Ocean Strategy Institute

Japan

Telecommunication

Value Innovation

Commercial Viability

NTT DoCoMo i-Mode: Value Innovation at DoCoMo

CASE TN

Business Model

© INSEAD Blue Ocean Strategy Institute

Canada

Circus

Market Reconstruction

Noncustomer

Even a Clown Can Do it (A) & (B): Cirque du Soleil Recreates Live Entertainment

VIDEOCASE TN

© INSEAD Blue Ocean Strategy Institute

Strategy Execution

Tipping Point Leadership

LECTURE SLIDESTN

Fair Process

Lecture: Tipping Point Leadership and Fair Process in Action

© INSEAD Blue Ocean Strategy Institute

Strategy Execution

Tipping Point Leadership

Fair Process

Scenario Case: Tipping Point Leadership and Fair Process in Action

WORKBOOKTN

© INSEAD Blue Ocean Strategy Institute

Self-Diagnostic Tool: Tipping Point Leadership and Fair Process in Action

WORKBOOKTN

Strategy Execution

Tipping Point Leadership

Fair Process

© INSEAD Blue Ocean Strategy Institute

Strategy Execution

Tipping Point Leadership

Fair Process

How to Implement Blue Ocean Strategy

INTERACTIVE EXERCISE

CASE TN

© INSEAD Blue Ocean Strategy Institute

France

Military

Strategy Execution

Fair Process

Leadership

VIDEOCASE TN

Napoloen Bonaparte: Victim of Inferior Strategy?

© INSEAD Blue Ocean Strategy Institute

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Created by Oh Young KOO, Institute Executive FellowINSEAD Blue Ocean Strategy Institute

Illustration by Youngsoo JOdrawround.com