5 minutes with W. Chan Kim and Renée Mauborgne

You are top ten bestselling case writers in the world, and have won numerous case writing awards. Why do you believe your blue ocean strategy cases have been so well received around the world?

First, in a world where supply increasingly exceeds demand, people are increasingly seeing the limits of competing and traditional competitive strategy cases. To succeed in the future, companies need to shift from competing to creating. Blue Ocean Strategy cases fill that void by highlighting how organisations of all types can break away from competition, create new demand, and open up new market space.

Second, the blue ocean cases are not only instructional, they also focus on compelling situations, making them fun and exciting.

Take our recent case of Marvel. In Marvel students gain first-hand insight into the unfolding of one of the greatest turnarounds in corporate history. Marvel is replete with superheroes – think Hulk and Captain America, corporate raiders, and strategic top executives who by applying a blue ocean approach took once bankrupt Marvel and turned it into the most valuable movie franchise in history.

Finally, all of our cases come not only with teaching notes, but also lecture slides and usually first-hand original videos with the key actors involved. These additional multimedia resources ensure professors can get down the learning curve fast in teaching these in the classroom, allowing them to shine in the class while saving their time.

Why you are excited about the three most recent cases – Marvel, Amazon and André Rieu – you’ve released and what’s the feedback you’ve been getting on them?

We’ve been receiving great feedback from both students and executives on all three. As noted, Marvel shows how the company took itself from bankruptcy to become the most valuable movie franchise in the world by making a shift from competing to creating and opening up new market space. Marvel’s just-released movie Avengers: Infinity War is predicted to be one of the biggest grossing movies this year, making the case especially timely and meaningful as well as exciting for students and executives.

The second case focuses on Amazon, which has created one blue ocean after another over the past many years, but has also failed numerous times in its attempts to grow. The case lays out differences between Amazon’s strategic moves that succeeded in opening up new market space and those that failed. So it is a very different twist on Amazon than the current running headline as being almighty and untouchable - going about destroying retailers all around the world.

The third case is André Rieu. Here we have a declining classical music industry, with funds being cut increasingly and many players going bankrupt. While everyone in the industry is feeling hopeless, this case elaborates how by applying blue ocean thinking André Rieu shifted from the red ocean to the blue, opening up a new market space. The upshot: André Rieu has consistently sold-out stadium-size concerts for the past twenty years and has stayed in the top 20 billboards alongside Bruce Springsteen.

Overall, what we hear is that students and executives find blue ocean cases to provide meaningful strategic analysis, and to be engaging, fun and relevant to what they are doing. So, whether its classical music that touches all of our lives, or movies that we all go to or Amazon that we all buy from, the cases have wide appeal.

How do your blue ocean cases create a win for professors who are hard-pressed for time yet desire to be excellent in the classroom?

We designed the Blue Ocean Strategy cases to enable professors to create high impact while conserving their most valuable resource, time. Given their research demands, professors are always hard pressed for time.

Our cases come with short video trailers, which they can watch in just a minute-and-a-half to understand the essence of each case and what it teaches. Also, as we noted earlier, not only do our cases come with comprehensive teaching notes, but they also come with complementary lecture slides as well as first-hand video interviews with people directly involved in the case. These multimedia materials are all free for download and use in class and allow people in every country of the world to relate better to the case studies.

Our aim is to create cases that allow professors to go down the learning curve fast, make high impact and delight their students with high learning outcomes.

Browse all the cases here

About Chan and Renée

W. Chan Kim and Renée Mauborgne are Professors of Strategy at INSEAD, and co-directors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France.

Blue Ocean Strategy | Shift book coversThey are the authors of the international bestselling book Blue Ocean Strategy which is recognised as one of the most iconic and impactful strategy books ever written, and the New York Times, #1 Wall Street Journal, USA Today, and Los Angeles Times Bestseller BLUE OCEAN SHIFT: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth. Amazon selected BLUE OCEAN SHIFT as a “Best Business and Leadership Books of 2017.” BLUE OCEAN SHIFT was also selected as “Apple iBooks’ Best Business Book of the Month”, and as a Financial Times “Business Book of the Month”.

Kim and Mauborgne advise, consult and speak to companies and governments worldwide, and have published numerous bestselling articles in Harvard Business Review and The Academy of Management Journal, Management Science, Organization Science, Strategic Management Journal, Administrative Science Quarterly, Journal of International Business Studies, MIT Sloan Management Review, The Wall Street Journal, The New York Times, The Financial Times, among others.

They are the founders of the Blue Ocean Global Network (BOGN), a global community of practice on the Blue Ocean family of concepts that they created. BOGN embraces academics, consultants, executives, and government officers.

w www.blueoceanstrategy.com

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