Hi all,

Blue Ocean debat!

Please be so kind to participate on my research subject!

Kind regards,

Robert Willms

Hello,

After discussing my research subject with Oxford Brookes Prof. Paraskevas I thought why not ask my peers and other experienced Job maniacs for their opinion.

I would like to conduct research about the Blue Ocean Strategy.

I will discribe the research as follows:

Main Research area:

"My study will be about the feasibility of Blue Ocean Strategy".

Particular Focus of the study, the context:

"My study will be about the relevance of Blue ocean strategy for the hospitality industry".

The purpose of the study:

"My study will be about the relevance of 'B.O.S' in the hospitality industry with the aim to develop uncontested market space for this industry".

Professor Paraskevas didn't completely agree upon this because it is not feasible enough. I think this is a nice point of discussion for all of us!

When are we able to say: "They created uncontested market space with their product in hospitality industry". How can we say this is a uncontested market? Which strategy did they apply on their product?

The idea about Blue Ocean Strategy is to create uncontested market space. In order to be able to find these spaces "Blue Oceans" you will have to be able to conduct value innovation. Value innovation is a result of lowering cost (of prodution) and creating added value (for the "guest").

The new best practice rule is breaking the excisting value-cost-trade-off to create the Blue Ocean. The traditional approach should be to pursue either differentiation or low-cost.

If you are able to do so you will be able to create a strategy canvas which will reflect in a new value - curve. This Value curve is based on Value innovation which you will reach when you are ab;e to decrease costs and increasing buyer value.

This you can do with the help of, for example a; eliminate, raise, reduce, create chart. Here you can exactly point out which aspects and features are important and not important for you to innovate on. A perfect example of BOS is de nintendo WII, nintendo created a console which is half of the costs of a normal "playstation or XBox". And which is appealing to several age groups who before never thought of playing with a console.

You are able to check a summary of this subject at the following link. All models and fisgures are exactly described: http://www.slideshare.net/jessestarmer/blue-ocean-strategy-summary-61974/

Please all comments are welcome so, if you have examples or good solid studies about this subject, don't hesitate to share them with me (us).

Sincerely Yours,

Robert Willms