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Simplified Chinese language
Published by:
INSEAD (2018)
12 pages
Data source:
Published sources
Sales Force


This is a simplified Chinese version. The case describes a series of blue ocean strategic moves made by Salesforce.com in the CRM application market. In particular, the case addresses the concern of business executives over the applicability of blue ocean strategy in the B2B area. B2B managers often find that they are locked into providing products of certain types and specifications to their immediate customers. But in fact, value innovation can take place on the three platforms of a business offering, ie, product, service and delivery. Salesforce.com's strategic moves provide an exemplary demonstration of how a company can effectively create and renew its blue ocean in the B2B field by value innovating its single business on the product, service and delivery platforms alternately. The case is accompanied by a comprehensive teaching note that analyzes and explains the key strategic moves of Salesforce.com using major BOS frameworks and tools. This case comes with a lecture slide pack for educators (link in 'Extra information' section).


Blue Ocean Strategy; B2B; Value innovation; Salesforce.com; Social enterprise solutions; Cloud computing; Customer relationship management; Business software
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