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Published by:
INSEAD (2009)
5 pages
Data source:
Generalised experience
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The case illustrates how businesses over the last 100 years of business history have periodically broken away from the competition to create and capture new market space - often giving rise to entirely new industries. Yet, to date, there is very little understanding of the underlying strategic logic behind these breakthrough strategic moves. This case and its accompanying video examine whether there is a shared pattern across these strategic moves by examining three representative industries that touch peoples' everyday lives: autos - how people get to work; computers - what people use at work; and movie theaters - where people go after work for entertainment. The complementary video called, 'A History of Blue Ocean Strategic Moves: Is There a Pattern?', which is free for instructor download at, provides a visual demonstration of these three representative industries so that participants can deduce the shared patterns across these strategic moves. The case and the video come with a comprehensive teaching note and are excellent for both MBAs and executives.


Strategy; Blue Ocean Strategy; Strategic moves; New market space; Industry evolution; Innovation

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