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This case is excellent for teaching both MBAs and executives how to create a blue ocean strategy that is hard to imitate and sustainable. It focuses on Wikipedia versus Britannica.com in the online encyclopedia industry. The case teaches participants the importance of aligning the three strategy propositions of value, profit, and people around both differentiation and low cost to break the value-cost trade-off and create a blue ocean that is hard to imitate. Compelling firsthand video interviews with Jimmy Wales, the founder of Wikipedia - along with other key executives, staff and volunteers, otherwise known as Wikipedians - bring this case to life in the classroom. These additional materials for educators can be found at the Blue Ocean Strategy website (link in ‘Extra information’ section).