TEACHING MATERIALS

Blue ocean pedagogical materials, used in nearly 3,000 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean strategy concepts, developed by world-renowned professors Chan Kim and Renée Mauborgne.

BLUE OCEAN HACKATHON

Blue Ocean Hackathon: Market Creation in a Highly Competitive Industry

Author(s): KIM, W. Chan, MAUBORGNE, Renée, KOO, Oh Young

Case study trailer

Summary

This highly engaging strategy formulation exercise allows the participant to unlock their creativity through the systematic five-step process of blue ocean shift. We reverse the learning process of case method by combining it with a group exercise. Participants will formulate their own market-creating strategy first by actively applying the concept, framework, and process of blue ocean shift to one of the most competitive industries – the travel industry. Then, they will be introduced to a real-life case that challenged the travel industry’s long-existing assumptions and successfully opened new market space. In analyzing the case, a three-part video series walks participants through the same blue ocean shift process applied in their group exercise, which will reinforce their learnings from the exercise and enhance their understanding of the case.

This case is excellent for running a half-day or one-day workshop on creativity, innovation, and entrepreneurship.