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Published by:
INSEAD (2013)
Revision date:
10 pages
Data source:
Published sources


This is part of a case series. This is the first part of a two-case series of Zappos's blue ocean strategic move as an innovative online shoe retailer. Part A focuses on how Zappos reconstructed the existing boundaries of the online footwear retail industry. It describes Zappos's distinctive value proposition that is neither an offline nor online shoe store in the conventional sense. The case also introduces how Zappos broke the value-cost trade-off of the conventional online shoe store. The case comes with a theory-based video case for educators (link in ‘Extra information’ section).


Value innovation; Blue Ocean Strategy; Value creation; Online retail; Information technology; Zappos; Strategy execution; Market reconstruction; Footwear industry; Strategy; Competition

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