אסטרטגיית אוקיינוס כחול
Blue Ocean Strategy and Red Ocean Strategy are business strategy concepts introduced by W. Chan Kim and Renée Mauborgne, professors at INSEAD[1]. These terms were first coined in their bestselling book "Blue Ocean Strategy" published in 2005[2].
Overview
The Blue Ocean Strategy represents the pursuit of new, uncontested market space that makes competitors irrelevant, while the Red Ocean Strategy refers to competition in existing market space where businesses aim to outperform their rivals.
Blue Ocean Strategy
The term "Blue Ocean" symbolizes a market space that is untapped, potential, and involves the creation of new demand. It promotes innovation and aims to make competition irrelevant by introducing products or services that are not currently offered by other companies. In a Blue Ocean Strategy, differentiation and low cost are seen as compatible, not mutually exclusive[3].
Red Ocean Strategy
In contrast, "Red Ocean" refers to the known market space, where industry boundaries are defined and accepted. Businesses employing a Red Ocean Strategy focus on beating the competition, capturing and defending market share, and exploiting existing demand. The competition is fierce, often leading to a bloody red ocean of rivals fighting over a shrinking profit pool[4].
Comparison and implications
While both strategies can be successful, a Blue Ocean Strategy offers opportunities for higher growth and profits due to the creation of new demand. Red Ocean Strategies, on the other hand, are often characterized by increased competition and decreased profit margins. Companies such as Cirque du Soleil and Apple Inc. have been noted for their use of Blue Ocean Strategies[5][6].
See also
Business model Disruptive innovation [[Porter's
User
can you proceed?
ChatGPT
five forces analysis]]
References
Further reading
Kim, W. Chan; Mauborgne, Renée (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press. ISBN 9781591396192. Kim, W. Chan; Mauborgne, Renée (2017). Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth. Hachette Books. ISBN 9780316314046.
External links
הערות שוליים
- ↑ W. Chan Kim. INSEAD. אוחזר ב־24 May 2023.
- ↑ Kim, W. Chan (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press. ISBN 9781591396192.
- ↑ Kim, W. Chan (2015). Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press. ISBN 9781625274496.
- ↑ What is Blue Ocean Strategy. Blue Ocean Strategy. אוחזר ב־24 May 2023.
- ↑ Blue Ocean Leadership. Harvard Business Review. אוחזר ב־24 May 2023.
- ↑ Apple's Blue Ocean Strategy. Forbes. אוחזר ב־24 May 2023.