Question
Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: from theory to practice. California management review , 47 (3), 105-121. This article presents the
Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: from theory to practice.California management review,47(3), 105-121.
This article presents the value curve frameworkthat can enable firms to develop blue ocean strategies.
Further Reading:
- Book:Kim, W. C., & Mauborgne, R. (2017).Blue ocean shift: Beyond competing-proven steps to inspire confidence and seize new growth. Hachette Books.
- Scholarly article: Kim, W. C., & Mauborgne, R. (2019). Nondisruptive creation: Rethinking innovation and growth.MIT Sloan Management Review,60(3), 46-5
- Assignment Questions:
1a.What is the 'value curve'?
1b.Analyze the industry in which your company (that you selected for the final project) operates, using 'Value Curve' tool.
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Global Marketing
Authors: Svend Hollensen
8th Edition
1292251808, 9781292251806
