• Journal of Technology Innovation
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• v.15 no.1
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• pp.27-63
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• 2007

Recently, Kim and Mauborgne (2005a) has introduced the concept of blue ocean strategy that provides quantum leap in value innovation, thus creating new market space. This study, based on the blue ocean strategy concept, suggests blue ocean new product development strategy, and attempts to examine how much impact this blue ocean new product development strategy has on new product performance, compared to existing new product development strategy perspectives based on competitive strategy-based new product development strategy and resource-based new product development strategy, in an empirical way. The research results show that the blue ocean new product development strategy has a statistically significant impact on new product performance. In addition, it was revealed that such contingency variables as firm size and environmental dynamism have moderating effect on the relationship between the blue ocean new product development strategy and new product performance. The blue ocean new product development strategy is more effective in the small-sized firms than the large-sized ones, and its effect on new product performance is different according to environmental dynamism.

• Journal of Global Scholars of Marketing Science
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• v.16 no.2
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• pp.55-75
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• 2006

This study aims to identify the unknown essential condition to form the blue ocean market, in addition to the innovation of customer value which does not become a sufficient condition though it is one of the essential conditions to form a blue ocean market, and induce companies to take a firm foothold in the blue ocean market after going to the blue ocean market by segmenting the market after setting up appropriate strategies. On the basis of those goals of this study, we dealt with subjects like the problem of approaching the market that possesses factors of differentiated value innovation, the segmentation of value innovative market, the problem about the major variables that shed light on the character of blue ocean optical illusion market, the strategy for following companies to enter the market, which we applied to the actual analysis based on the investigation into the literature related to value innovation and blue ocean strategy, investigation into the actual cases and objective data. We analysed a domestic refrigerator market and a domestic chewing gum market as representative examples of durables and nondurables and segmented each market on a value innovation market. We discovered the blue ocean and the blue ocean's illusive market of the two markets. I've mentioned and studied the characters of those positively.

• Knowledge Management Research
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• v.8 no.2
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• pp.1-16
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• 2007

This paper describes the Blue Ocean Strategy and Business TRIZ (Russian Theory of Inventive Problem Solving) Tactics as one method for knowledge creation and innovation. The opening new market avoiding keen competition is very popular recently and is not just prosper, but survival problem. As one new strategy for finding new market, the Blue Ocean Strategy gives the big blueprint for new market, but has no enough tools to make more concrete ideas. In this paper, we suggest using the Strategy Campus and other tools in the Blue Ocean Strategy at initial stage and then, compensating the TRIZ principles to make more concrete ideas for new market as tactics. We applied it to find the new market for conventional newspaper industry and EBS (Education Broadcast System) management innovation in Korea as case studies and got better results comparing to using only the Blue Ocean Strategy.

• Korean Management Science Review
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• v.26 no.1
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• pp.7-20
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• 2009

The framework of "blue ocean strategy (Kim and Mauborgne, 2005)" applies to not only business firm level but also region or regional industry level. The paper suggests an approach of survey-based blue ocean strategy formulation. The result from survey on customer group and non-customer group gives information on positions of value curves for regions on strategy canvas and hints on how to reposition the focal region's value curve for both increases in value for customers and decreases in cost for local government, i.e., value innovation. In the context of rafting industry in Korea, this study shows the process how blue ocean strategy can be formulated with results from the survey on customers and business people in rafting industry. Relative positions of value curves on strategy canvas and importance scores for strategy elements provides the local government in region A with implications on which elements to raise or to reduce to create "blue ocean" in rafting industry under fierce inter-region competition.

• Journal of Home Health Care Nursing
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• v.30 no.1
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• pp.69-83
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• 2023

Purpose: This study aimed to present Blue Ocean strategies by deriving the strategic elements of a visiting nursing center and conducting a survey on the importance and satisfaction of care clients. Methods: First, a FGI was conducted targeting the head of the visiting nursing center to derive its strategic elements. Subsequently, importance and satisfaction surveys on the derived strategy elements were analyzed, an IPA matrix was derived, and an as-is ERRC Blue Ocean strategy was established. Kano's Three-Factor Theory was used to derive a competitive position matrix and establish a to-be ERRC Blue Ocean strategy. The Blue Ocean Strategy for Visiting Nursing Center Management is presented in this study. Results: Four as raise factors were derived from combining the results of the as-is, to-be ERRC strategy element analysis: retention of competent nurses, education in medication management, maintenance of high customer satisfaction, and prompt handling of customer complaints. Additionally, the customer's health condition evaluation was derived. Conclusion: Blue Ocean Strategies can be used to analyze, derive, and establish management strategies in various nursing-related entrepreneurship fields.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.534-540
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• 2015

One of today's most frequently discussed topics in the business world is how to escape from the intense red ocean and how to create an uncontested blue ocean. However, because there are few practical guidelines available on this topic, we will introduce a case study of an autobus company to show how it aspires to be a leader in the newly introduced autobus industry in Indonesia. Analyzed through a strategy canvas, Kano model, four actions framework and characterized as Kano-Blue Ocean approach, this case study provides valuable information on how accompany reinforces its competitive advantage from the red ocean while it transitions into a blue ocean by creating an innovative marketing strategy. This study provides a good example in the field of marketing and innovation management.

• Daejeon Development Forum
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• s.24
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• pp.11-20
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• 2007

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.11a
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• pp.40-54
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• 2006

Recently, Kim and Mauborgne [40] has introduced the concept of blue ocean strategy that provides quantum leap in value innovation, thus creating new market space. This study, based on the blue ocean strategy concept, suggests blue ocean new product development strategy (BONPDS), and attempts to examine how much this BONPDS has impact on new product peformance, compared to existing new Product development strategy Perspectives (i.e., competitive strategy-based new product development strategy and resource-based new product development strategy) in an empirical way. The research result shows that the BONPDS has greater impact on new product performance than existing new product development strategies. In addition, it is revealed that such contingency variables as firm size and environmental dynamism have moderating effect on the relationship between the BONPDS and new product performance. The BONPDS is more effective in the small-sized firms than the large-sized ones, and its effect on new product performance is different according to environmental dynamism.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.35 no.3
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• pp.210-216
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• 2012

Recently, it is not sufficient that contemporary firms satisfy customers to be really successful, they must create new value. To do so, many firms focus on the blue ocean strategy. The blue ocean strategy proposed the strategic canvas as a main tool for identifying the opportunities for value differentiation. It is easy to understand and for the use, but has weakness that is a unclear procedure to make it done. To complement its weak point, this study proposes a refined strategic canvas based on the concept of the business evolution that comes from a discontinuous evolution trend of 5 stages known as customer expectation.

• Journal of the Korean Society of Systems Engineering
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• v.2 no.1
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• pp.11-17
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• 2006

According to the change of customer needs, integration with other systems, and the advent of new technology, it is inevitable for the existing system requirements to be requested to redesign. However, there are actually no methodologies and processes to be able to reorganize the existing requirements or integrate a number of requirements different from each other. The traditional requirements processes do not work when solving such problems. Thus, since the existing approaches to develop requirements are not helpful, many traditional requirement engineering processes can not help falling in Red Ocean. In this paper, in order to solve such the problems, we propose a novel requirements engineering process applying Blue ocean strategy which is used to open a non-competition market not discovered yet. Blue Ocean approach is a novel effective method to elicit and build up new requirements from customers. In order to accomplish the strategy, this paper presents a framework and processes to discover new perspectives and analyze the corresponding requirements. In addition, some pieces of case study are presented to introduce how our approach is applied to practical system developments and the evaluation analysis for how valid it is.