{"id":32,"date":"2016-11-14T18:38:12","date_gmt":"2016-11-15T01:38:12","guid":{"rendered":"https:\/\/blogs.ubc.ca\/comm486mmaster\/?page_id=32"},"modified":"2016-11-30T10:22:03","modified_gmt":"2016-11-30T17:22:03","slug":"class-prep-8-blue-ocean-strategy","status":"publish","type":"page","link":"https:\/\/blogs.ubc.ca\/comm486mmaster\/class-prep\/class-prep-8-blue-ocean-strategy\/","title":{"rendered":"Class Prep 08 &#8211; Blue Ocean Strategy"},"content":{"rendered":"<p><strong>1. Learning objectives:<\/strong><\/p>\n<ul>\n<li>to understand and start to apply &#8220;blue ocean&#8221; strategy tools as a basis for re-setting the &#8220;rules of the game&#8221; and thus designing more effective strategies.<\/li>\n<li>This class will involve use of the non-customer, ERRC grid and Buyer Utility Map (BEC-BUM). This will then link into a subsequent class on strategy mapping where we will harness this initial work.<\/li>\n<\/ul>\n<p><strong>2.\u00a0Preparation:<\/strong>\u00a0Consider the following \u00a0articles and questions and be prepared for in-class discussion AND activities using these concepts.<\/p>\n<ul>\n<li><a href=\"http:\/\/gw2jh3xr2c.search.serialssolutions.com\/?ctx_ver=Z39.88-2004&amp;ctx_enc=info%3Aofi%2Fenc%3AUTF-8&amp;rfr_id=info:sid\/summon.serialssolutions.com&amp;rft_val_fmt=info:ofi\/fmt:kev:mtx:journal&amp;rft.genre=article&amp;rft.atitle=BLUE+OCEAN+STRATEGY&amp;rft.jtitle=Harvard+Business+Review&amp;rft.au=W+Chan+Kim&amp;rft.au=Renee+Mauborgne&amp;rft.date=2004-10-01&amp;rft.pub=Harvard+Business+Review&amp;rft.issn=0017-8012&amp;rft.volume=82&amp;rft.issue=10&amp;rft.spage=76&amp;rft.externalDocID=701178841&amp;paramdict=en-US\" target=\"_blank\">Blue Ocean Strategy<\/a>, Kim &amp; Mauborgne, HBR, Oct 2004. (link takes you to HBR data base in Lam library, not to pdf.)\n<ul>\n<li>OR, from\u00a0<a href=\"http:\/\/lam.library.ubc.ca\/\" target=\"_blank\">http:\/\/lam.library.ubc.ca\/<\/a>\u00a0search in the top left search bar for &#8220;Blue Ocean Strategy&#8221; and scroll down the results to the Harvard Business Review, Oct 2004 reference. It then takes you to this<a href=\"https:\/\/blogs.ubc.ca\/comm486mmaster\/files\/2016\/11\/Screenshot-2015-01-29-12.14.17.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-677\" src=\"https:\/\/blogs.ubc.ca\/comm486mmaster\/files\/2016\/11\/Screenshot-2015-01-29-12.14.17.png\" alt=\"Screenshot 2015-01-29 12.14.17\" width=\"300\" height=\"115\" \/><\/a>And you can click on the pdf.<\/li>\n<\/ul>\n<\/li>\n<li>These resources are free to the web from the INSEAD Blue Ocean Strategy Institute. (Requires that you register your e-mail.)\n<ul>\n<li><a href=\"http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/strategy-canvas\/\" target=\"_blank\">Strategy canvas<\/a> &#8211; before and after business model innovation.\u00a0 <span style=\"color: #0000ff;\">\u00a0<a href=\"http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/strategy-canvas\/\" target=\"_blank\">http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/strategy-canvas\/<\/a><\/span><\/li>\n<li><a href=\"http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/3-tiers-of-noncustomers\/\" target=\"_blank\">Non-customers<\/a> (to the category) and redefining market boundaries.\n<ul>\n<li>Can you think of an example of a company or brand that has innovated to appeal to customers who were previously not buying in the category?<\/li>\n<\/ul>\n<\/li>\n<li><a href=\"http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/errc-grid\/\" target=\"_blank\">ERRC grid.<\/a>\n<ul>\n<li>Can you provide an example of a company or brand that has simultaneously reduced one part of its offering while raising another, to add value while reducing costs?<\/li>\n<\/ul>\n<\/li>\n<li><a href=\"http:\/\/www.blueoceanstrategy.com\/concepts\/bos-tools\/becbum\/\" target=\"_blank\">Buyer Utility Map<\/a>\n<ul>\n<li>Can you take one element from each axis and combine them for insight into an innovation opportunity in a specified product category? How might this be a strategic move?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>In class we will move quickly into activities using these tools so you should come with a basic literacy.<\/li>\n<li>Ahead of class, tweet to the class backchannel and answer one of the questions posed above.<\/li>\n<\/ul>\n<p><strong>3. Other Actions:\u00a0<\/strong>N\/A<\/p>\n<p><strong>4. Additional References (optional):\u00a0<\/strong><\/p>\n<ul>\n<li>There are many resources and examples of BOS in action. For now, you can stick to the required reads. In c10 the &#8220;strategy mapping&#8221; topic builds on these BOS fundamentals.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>1. Learning objectives: to understand and start to apply &#8220;blue ocean&#8221; strategy tools as a basis for re-setting the &#8220;rules of the game&#8221; and thus designing more effective strategies. This class will involve use of the non-customer, ERRC grid and<span class=\"ellipsis\">&hellip;<\/span><\/p>\n<div class=\"read-more\"><a href=\"https:\/\/blogs.ubc.ca\/comm486mmaster\/class-prep\/class-prep-8-blue-ocean-strategy\/\">Read more &#8250;<\/a><\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":33675,"featured_media":0,"parent":22,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-32","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/pages\/32","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/users\/33675"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/comments?post=32"}],"version-history":[{"count":5,"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/pages\/32\/revisions"}],"predecessor-version":[{"id":315,"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/pages\/32\/revisions\/315"}],"up":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/pages\/22"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/comm486mmaster\/wp-json\/wp\/v2\/media?parent=32"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}