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{ Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.
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Transcript of { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.
![Page 1: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/1.jpg)
{
Blue Ocean Strategy CHAPTER 9
CONCLUSION: The Sustainability andRenewal of Blue Ocean Strategy
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Figure 9-1
Imitation Barriers to blue ocean strategy Value innovation does not make sense to a company’s
conventional logic Blue ocean strategy may conflict with other companies brand
image Natural monopoly: The market often cannot support a second
player. Patents or legal permits block imitation High volume leads to rapid cost advantage for the value
innovator, discouraging followers from entering the market. Network externalities discourage imitation Imitation often requires significant political, operational and
cultural changes Companies that value-innovate earn brand buzz and a loyal
customer following that tends to shun imitators.Executing Blue ocean strategy
![Page 3: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/3.jpg)
A value innovation move does not make sense based on conventional strategic logic.
When CNN was introduced, for example, NBC, CBS, and ABC ridiculed the idea of twenty-four-hour, seven-day, real-time news without star broadcasters. CNN was referred to as Chicken Noodle News by the industry. Ridicule does not inspire rapid imitation.
Barriers to Imitation
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Brand image conflict prevents companies from imitating a blue ocean strategy.
The blue ocean strategy of The Body Shop, for example—which shunned beautiful models, promises of eternal beauty and youth, and expensive packaging— left major cosmetic houses the world over action less for years because imitation would signal an invalidation of their current business models.
Barriers to Imitation
![Page 5: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/5.jpg)
![Page 6: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/6.jpg)
Natural monopoly blocks imitation when the size of a market cannot support another player.
For example, the Belgian cinema company Kinepolis created the first megaplex in Europe in the city of Brussels and has not been imitated in more than fifteen years despite its enormous success. The reason is that the size of Brussels (Capital of Belgium) could not support a second megaplex, which would cause both Kinepolis and its imitator to suffer.
Barriers to Imitation
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![Page 8: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/8.jpg)
Patents or legal permits block imitation
Barriers to Imitation
![Page 9: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/9.jpg)
Figure 9-1
Imitation Barriers to blue ocean strategy Value innovation does not make sense to a company’s
conventional logic Blue ocean strategy may conflict with other companies brand
image Natural monopoly: The market often cannot support a second
player. Patents or legal permits block imitation High volume leads to rapid cost advantage for the value
innovator, discouraging followers from entering the market. Network externalities discourage imitation Imitation often requires significant political, operational and
cultural changes Companies that value-innovate earn brand buzz and a loyal
customer following that tends to shun imitators.Executing Blue ocean strategy
![Page 10: { Blue Ocean Strategy CHAPTER 9 CONCLUSION: The Sustainability and Renewal of Blue Ocean Strategy.](https://reader030.fdocuments.net/reader030/viewer/2022033019/5697bfa31a28abf838c9688e/html5/thumbnails/10.jpg)
High Volume leads to rapid cost advantage for the value innovator, discouraging followers from entering the market
High Volume Relationship With Value Innovation
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Cost Savings
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Network externalities discourage imitation
Externalities
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Incentives
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Imitation often requires significant political, operational, and cultural changes
Politics often get in the way of innovation
The Cost of Imitation
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Politics
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Companies that value-innovate earn brand buzz and a loyal customer following that tends to shun imitators
Value-Innovation
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Innovation Over Imitation
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“Should I stay or should I go”
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“You must unlearn what you have learned.”
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“If you build it, they will come.”
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Questionnaire What is one way your company is
executing Blue Ocean Strategy already? What is one way your company can move
into more Blue Oceans? What is a barrier of imitation with this
new strategy?
Concluding Blue Ocean Strategy