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Welcome to the INSEAD Blue Ocean Strategy Institute

                     

INSEAD Professors W. Chan Kim and Renée Mauborgne

Creators of Blue Ocean Strategy

Co-directors of the INSEAD Blue Ocean Strategy Institute 

 

The INSEAD Blue Ocean Strategy Institute (IBOSI) was launched in 2007 as a result of the strong interest around the globe in the theory of blue ocean strategy created by INSEAD Professors W. Chan Kim & Renée Mauborgne.

Today the Institute thrives as an intellectual hub with its Institute Executive Fellows coming from the best schools across the globe.

 

IN THE SPOTLIGHT                      


The Updated and Expanded Edition is out

 

 

The groundbreaking book by W. Chan Kim and Renée Mauborgne has sold 3.5 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents — now updated and expanded with new content.

To learn more

The INSEAD Blue Ocean Strategy Institute presents the INSEAD edition of the Blue Ocean Strategy booklet!

 

Designed and created by IBOSI, the Blue Ocean Strategy booklet contains a full set of articles written on a series of topics from the state of Blue Ocean Strategy teaching in both executive and MBA education at INSEAD to its global influence in various sectors such as national government and high-school education. The booklet contains multi-media contents that readers can click through to watch videos and read e-books.

Download the PDF version of Blue Ocean Strategy Booklet here

 


The Marvel Way: Restoring a Blue Ocean

By Kim, W. Chan, Mauborgne, Renée, Olenick, Michael

Video and lecture slides available here: free download

The Marvel Way: Restoring a Blue Ocean explores one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with CEO Peter Cuneo who explains how Marvel created a Blue Ocean.

Founded in 1939, Marvel Comics initially struggled in a red ocean producing primarily me-to knock-off comic books. In the early 1960's the business took a blue ocean turn by focusing on noncustomer college students. Marvel invented characters that were people first and superheroes second: Spider-Man, The Hulk, Iron Man, the X-Men. The business thrived. By the 1980's value extractors took over Marvel, badly misaligning value, profit, and people. In late 1996 Marvel filed for bankruptcy, a victim of red ocean management practices. New management purchased the business out of bankruptcy in 1998 but faced a daunting task: Marvel owed $30 million in annual interest payments on a $250 million loan, cash was so tight that they almost missed payroll, and movie rights for many of their best characters were licensed to others. First managers stabilized the business then Marvel created a new type of blue ocean that went on to produce the most profitable movie franchise in history. Just over a decade after exiting bankruptcy a debt-free Marvel sold itself to Disney for $4.2 billion.

 


Blue Awards 2015: The Ceremony

 


VerbalizeIt: hear about their blue ocean journey

Watch part 1 of our VerbalizeIt videos to hear from the co-founders about their blue ocean journey.


Don't miss the rest of this video mini-series!

Part 2 - Is VerbalizeIt achieving differentiation AND low cost?
Part 3 - How is VerbalizeIt creating new demand?
Part 4 - How is VerbalizeIt creating jobs?

 


Blue Ocean Strategy in MBA Education

 


Blue Ocean Strategy in Executive Education

 



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