INSEAD Blue Ocean Strategy

Expand your horizon. Make an impact.

Executive Education

Strategy Programmes 2013 – 2014

INSEAD Blue Ocean Strategy

01INSEAD Blue Ocean Strategy 2013 – 2014

INSEAD Blue Ocean StrategyCreating uncontested market spaceCompanies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody ‘red ocean’ of rivals fighting over a shrinking profit pool characterised by increasing levels of commoditisation. While most companies compete within such ‘red oceans’, is this strategy likely to create profitable growth for the future?

INSEAD Blue Ocean Strategy offers you a new perspective on strategy formulation and execution. Immerse yourself in Blue Ocean Strategy concepts, tools and frameworks and start to create ‘blue oceans’ of uncontested market space to help you make the competition irrelevant. You will gain key insights on how these concepts complement and go beyond traditional approaches to strategy. There is also a strong emphasis on learning how to apply Blue Ocean Strategy concepts, tools and frameworks to real business situations in order to help your business break away from the competition and achieve strong profitable growth.

An important part of the programme is the opportunity for you to immediately start applying Blue Ocean Strategy to analyse your own organisation’s strategic challenges. In addition, you will provide feedback and ideas to other participants as they search for their ‘blue ocean’ to enrich the learning experience.

INSEAD professors W. Chan Kim and Renée Mauborgne created Blue Ocean Strategy, based on over a decade of research, as a way for companies to swim out of the ‘red ocean’ filled with sharks. Blue Ocean Strategy argues that tomorrow’s leading companies will succeed not by battling competitors, but by creating ‘blue oceans’ of uncontested market space ripe for growth.

INSEAD Blue Ocean Strategy enables you to discover such strategic moves – termed ‘Value Innovation’ – which can create powerful leaps in value for both the firm and its buyer, rendering rivals obsolete and unleashing new demand.

Key benefits

— Acquire an in-depth understanding of Blue Ocean Strategy tools and concepts developed here at INSEAD

— Learn how to engage your colleagues in a Blue Ocean Strategy process

— Start developing Blue Ocean Strategy for your organisation in order to break away from the competition through ‘Value Innovation’, the simultaneous pursuit of differentiation and low cost

Faculty

Programme DirectorAndrew V. ShipilovAssociate Professor of StrategyAkzo Nobel Fellow of Strategic Management Co-author of Network Advantage: How to Unlock Value from your Alliances and Partnerships

Contributing facultyFares Boulos Affiliated Professor of Practice in Strategy


Programme content

INSEAD Blue Ocean Strategy is an intensive four-day programme featuring a mix of lectures, discussions, case analysis and workshops where you will analyse your own business. Hence you are encouraged to come with a specific challenge that you would like to work on during the programme.

Review and critique of traditional strategyYou will evaluate tools and concepts of traditional competitive strategy, which include ‘Five Forces’, industry value chain, positioning analysis and generic strategies of cost leadership or differentiation.

Foundations of Blue Ocean Strategy— Key defining features that separate ‘red’ and

‘blue oceans’

— How to achieve ‘Value Innovation’, the simultaneous pursuit of differentiation and low cost

— Paths by which you can reconstruct market boundaries to break away from the competition and unlock tiers of new demand

— Analytic tools such as the Strategy Canvas, The Eliminate-Reduce-Raise-Create Framework and Six Paths Framework will be explained

An assessment: How blue is your strategy?Apply Blue Ocean Strategy to an analysis of the current ‘As-Is’ situation facing your business.

— Drawing the ‘As-Is’ strategic canvas of your business

— Identifying and understanding the range of industry assumptions and the cost implications

— Contrasting the outcome of a ‘blue ocean’ analysis with the outcome of a ‘red ocean’ perspective

Creating new market spaceExplore how to systematically pursue ‘Value Innovation’ to fundamentally unlock new demand in a market.

— Three Tiers of Non-Customers: to think beyond existing customers and explore new customers

— Buyer Utility Map: to explore the levers you can pull to create a compelling leap in value for the market that unlocks previous non-customers

— Six Paths Framework: to understand the paths to reconstruct market boundaries and unlock commercially compelling new business ideas

Looking for your own ‘blue ocean’Start the process of searching for a ‘blue ocean’ of new market space for your own organisation. The aim is to practise using the various tools and frameworks as well as to take advantage of the diverse experiences and perspectives of other participants to create a new market space.

Implementing Blue Ocean StrategyExplore the two key approaches central to implementing Blue Ocean Strategy fast and at low cost while winning the support of employees.

— Tipping Point Leadership: learn how to overcome the cognitive, resource, motivational and political hurdles that prevent the best strategies from being executed

— Fair Process: learn how to communicate and interact with your staff to build deeper trust to facilitate the execution of a Blue Ocean Strategy for your organisation

Participant profile

This programme is especially relevant if you are seeking to break out of the traditional ‘red’ ocean of competition and create strong profitable growth for your organisation in both existing and new markets. It will benefit you if you are a senior executive, business owner, head of strategy or an executive from mid- to upper-level management directly involved in the development of new product and service offerings.

While individual applications are welcome, you are encouraged to apply and attend the programme along with colleagues from your organisation (up to six people). This will allow you and your colleagues to make more progress on issues affecting your organisation and pave the way for creating a Blue Ocean Strategy upon your return to the office.


Some of our past participants have included

Chief Executive Officer 7-Eleven Stores Australia

Principal Accenture Services India

Strategic Accounts Manager Expedia Spain

CRM and Digital Director Carrefour France

Senior Sales Manager BNP Paribas Investment Partners The Netherlands

Head of Supply Chain Management Deutsche Bahn Netz Germany

Director – Human Resources VIVA Telecom Kuwait

Commercial Director Tawazun Precision Industries United Arab Emirates

Deputy Head of Cabinet Commissioner of Internal Market & Services European Commission Belgium

Chief Marketing Officer Fullrate Denmark

VP Research Merck Serono Switzerland

Senior Strategy and Business Development Manager Pfizer China

Chief Executive Officer Omnicom Media Group Saudi Arabia

Critical Resources Coordinator Petrobras Brazil

Senior Vice President State Farm Insurance The United States

Managing Director Asia Riverside Asia Partners Hong Kong

Head, Commercial Business Santam South Africa

Executive Director Valucard Nigeria

VP European Market Development Westport Innovations Canada

President Emerging Markets Travelport The United Kingdom

“INSEAD Blue Ocean Strategy offers a set of comprehensive concepts and tools that will allow you to ‘open your mind’ in order to help your company expand into new Blue Oceans.”

Country ManagerKimberly-Clark Venezuela

“The INSEAD Blue Ocean Strategy programme is a programme dedicated to protect and strengthen any organisation and in the process enhance its brand value.”

President & Zonal Head - Eastern ZoneAxis BankIndia


Region Europe 53%

Near/Middle East 16%

The Americas 11%

Asia Pacific 10%

Africa 10%

Industry

Function

Finance & Banking 22%

Services 20%

Consumer Goods 12%

Natural Resources 10%

Electrical & Engineering 9%

Pharmaceuticals & Chemicals 8%

Transportation 7%

Telecommunications 6%

Heavy Industry 3%

Other 3%

General Management 29%

Sales & Marketing 27%

Business Dev./Corporate Plan. 12%

Finance 8%

Project Management 5%

Manufacturing & Prod./ Operations 4%

Communication/PR 1%

Human Resouce Management 1%

Other 13%

Asia Campus

Campus Information

Europe CampusINSEAD’s 8-hectare Europe Campus is situated on the edge of the beautiful, historic town of Fontainebleau, France. It nestles in the vast Forest of Fontainebleau yet is less than 1 hour from the centre of Paris and international airports. Facilities are of the highest standard and include: 29 lecture theatres, many classrooms, study areas, 2 restaurants, a bar, a bookshop, extensive library resources, a fully equipped gym and 2 on-campus hotels with a total of 158 rooms.

Abu Dhabi CampusAbu Dhabi’s city centre is home to INSEAD’s third campus, just 40 minutes from the airport and 10 minutes from the ‘Corniche’. This new, 14-storey, 6,000 square-metre building, purposely designed for Executive Education, has 3 lecture theatres, 2 conference rooms, classrooms, study areas, a library, a restaurant and prayer rooms.

INSEAD is unique among leading business schools in having a 3-campus structure – spanning Europe, Asia and Abu Dhabi. Each campus is highly cosmopolitan and has its own world-class faculty in residence. Executive Education programmes run at 1, 2 or even all 3 locations, while Customised Programmes can be held anywhere in the world.

Asia CampusThe Asia Campus in Singapore occupies a 1.8-hectare site in the heart of the city’s Buona Vista ‘knowledge hub’ – just 30 minutes from the airport and 15 minutes from the financial district. Its state-of-the-art facilities (currently being extended for the second time) include: 8 lecture theatres, classrooms, study areas, a restaurant, 2 bars, a 24-hour library, a fitness centre and 85 hotel rooms for participants.


Europe Campus Abu Dhabi Campus

Campus Information



The INSEAD LiVE Series

Today’s insights for tomorrow’s businessThe INSEAD LiVE Series is a unique opportunity for you and your organisation’s executives to listen to and interact in real time with INSEAD thought leaders. Through a series of webinars, you will hear expert views on today’s hot topics and their impact on tomorrow’s business. You will also have the chance to ask questions that are important for your business – and get immediate answers from world experts.

The INSEAD LiVE Series is the convenient platform to gain access to INSEAD professors without leaving the workplace. This means your learning is incorporated into your day-to-day activities with immediate effect.

About our speakersThrough our online virtual seminars, you will gain a fresh and up-to-date perspective on current world and business issues from leading INSEAD faculty members.

INSEAD faculty are known for exploring new domains beyond their individual fields of research, driven by a determination to share their knowledge and their vision as they uncover solutions to multicultural management challenges. More than this, they are acutely aware of the impact of a constantly evolving global economy on your business.

To find out more and register To find out more and register for the INSEAD LiVE Series, visit: http://executive.education.insead.edu/webinars/


INSEAD Executive Certificate in Global Management

Who is eligible?

The INSEAD Executive Certificate in Global Management is awarded to participants who successfully complete a set of carefully selected programmes over a given period of time.

To find out more about the INSEAD Executive Certificate in Global Management and which programmes entitle you to the credential, please visit our website at http://executive.education.insead.edu/executive_certificate_global_management/

Deepen your global management and leadership skills The INSEAD Executive Certificate in Global Management is a formal recognition for continuous learning and development in the field of global management and leadership. Furthermore, it enables you to customise your professional development through our wide range of innovative programmes.

Key benefits

— Gain a formal qualification from INSEAD

— Build specific skills that are important to the needs and success of your organisation

— Incorporate all the latest learning, tools and research into your organisation to give a competitive edge and develop fresh perspectives in developing ideas and solutions

— Tailor a set of innovative programmes according to your needs

— Interact with a diverse group of peers on a continuous basis

Practical information

Application procedure

Places on the programmes are confirmed on a first-come, first-served basis, taking into consideration the applicant’s level, objectives and the diversity of the classes.

We recommend that you submit your completed application form as early as possible, preferably 6 weeks prior to programme commencement. The Admissions Committee will review your application and advise you on the outcome as soon as possible. Please do not hesitate to contact us if you have any questions about which programme may best suit your objectives or for any additional information.

Note: all our Open-enrolment Programmes are taught in English and participants should be able to exchange complex views, listen and learn through the medium of English.

Tuition fees*

The programme fee covers tuition, course materials and lunches on working days as well as the closing dinners. It does not include travel, accommodation and other incidentals. Participants will have to settle accommodation expenses and other incidentals before the end of the programme.

*Fee subject to change. For programmes delivered in France, VAT (19.6%) to be added for companies based in France, or for European companies where no VAT number is supplied. For programmes delivered in Singapore, GST (7%) to be added for Singapore-registered companies.

Calendar 2013 – 2014

Contact us

For further information on INSEAD Blue Ocean Strategy programme, contact:

INSEAD Europe Campus Margy Fuller Tel: +33 (0)1 60 72 41 27 Fax: +33 (0)1 60 74 55 13 E-mail: [email protected]

INSEAD Asia Campus Mitz Ceriales Tel: +65 6799 5275 Fax: +65 6799 5299 E-mail: [email protected]

INSEAD Abu Dhabi Campus Tel: +971 2 651 53 41 Fax: +971 2 443 94 59 E-mail: [email protected]

Visit our website: http://executive.education.insead.edu/blue_ocean_strategy/


**This programme is eligible for the INSEAD Executive Certificate in Global Management.(1)Participants are required to attend a programme introduction and opening dinner prior to the first day of formal instruction.

Programme Date Location Length Fee* Level Cert.**

INSEAD Blue Ocean Strategy(1)

23–27 February 20148–12 June 201412–16 October 2014

Abu DhabiFontainebleauFontainebleau

4 days €7,100 C-levelExperienced General ManagerNew General ManagerSenior Functional ManagerFunctional ManagerSpecialist

INSEAD Europe Campus Boulevard de Constance 77305 Fontainebleau Cedex, France Tel: +33 (0)1 60 72 42 90 Fax: +33 (0)1 60 74 55 13 Email: [email protected]

INSEAD Asia Campus 1 Ayer Rajah Avenue Singapore 138676 Tel: +65 6799 5288 Fax: +65 6799 5299 Email: [email protected]

INSEAD Abu Dhabi Campus Muroor Road Street N°4, P.O. Box 48049 Abu Dhabi, United Arab Emirates Tel: +971 2 651 52 00 Fax: +971 2 443 94 61 Email: [email protected]

http://executive.education.insead.edu

INSEAD Blue Ocean Strategy

Documents

Transcript of INSEAD Blue Ocean Strategy