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Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
BOS is the result of a decade-long study of 150
strategic moves spanning more than 30 industries
over 100 years (1880-2000).

BOS is the simultaneous pursuit of differentiation
and low cost.

The aim of BOS is not to out-perform the
competition in the existing industry, but to create
new market space or a blue ocean, thereby making
the competition irrelevant.
While innovation has been seen as a
random/experimental process where entrepreneurs
and spin-offs are the primary drivers – as argued by
Schumpeter and his followers – BOS offers
systematic and reproducible methodologies and
processes in pursuit of blue oceans by both new and
existing firms.
BOS frameworks and tools include: strategy canvas,
value curve, four actions framework, six paths,
buyer experience cycle, buyer utility map, and blue
ocean idea index.


These frameworks and tools are designed to be
visual in order to not only effectively build the
collective wisdom of the company but also allow for
effective strategy execution through easy
communication.
BOS covers both strategy formulation and strategy
execution.


The three key conceptual building blocks of BOS are:
value innovation, tipping point leadership, and fair
process.


While competitive strategy is a structuralist theory
of strategy where structure shapes strategy, BOS is a
reconstructionist theory of strategy where strategy
shapes structure.
As an integrated approach to strategy at the system
level, BOS requires organizations to develop and
align the three strategy propositions: value
proposition, profit proposition and people
proposition.
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco
Blue ocean strategy   martin limgenco

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Blue ocean strategy martin limgenco

  • 4. BOS is the result of a decade-long study of 150 strategic moves spanning more than 30 industries over 100 years (1880-2000). BOS is the simultaneous pursuit of differentiation and low cost. The aim of BOS is not to out-perform the competition in the existing industry, but to create new market space or a blue ocean, thereby making the competition irrelevant.
  • 5. While innovation has been seen as a random/experimental process where entrepreneurs and spin-offs are the primary drivers – as argued by Schumpeter and his followers – BOS offers systematic and reproducible methodologies and processes in pursuit of blue oceans by both new and existing firms.
  • 6. BOS frameworks and tools include: strategy canvas, value curve, four actions framework, six paths, buyer experience cycle, buyer utility map, and blue ocean idea index. These frameworks and tools are designed to be visual in order to not only effectively build the collective wisdom of the company but also allow for effective strategy execution through easy communication.
  • 7. BOS covers both strategy formulation and strategy execution. The three key conceptual building blocks of BOS are: value innovation, tipping point leadership, and fair process. While competitive strategy is a structuralist theory of strategy where structure shapes strategy, BOS is a reconstructionist theory of strategy where strategy shapes structure.
  • 8. As an integrated approach to strategy at the system level, BOS requires organizations to develop and align the three strategy propositions: value proposition, profit proposition and people proposition.