Blue Ocean Strategy - Creating Value Innovations

How to get OUT Stil Guide of here? of Innovation Open House Reinhold Rapp Grafing bei München, 30.01.2009 09.07.2009

get OUT of Red Oceans because they are all about … 2

Competing in existing market space Beating the competition Exploiting existing demand Making the value-cost-trade off Aligning the whole system of a firm’s activities with its strategic choice of differentiation or low cost 3

These are the professors Chan Kim and Renée Mauborgne who found out that … 4

only 14 % of all Business launches are real value innovations (rather than „me-too“ value improvements). But they have a revenue impact of 38 % and account for 61 % profit impact 5

so plunge yourself INTO Blue Oceans because they are all about … 6

Uncontested market space Making the competition irrelevant Creating and capturing new demand Breaking the value-cost-trade off Aligning the whole system of a firm's activities in pursuit of differentiation and low cost 7

Blue Ocean methods help you to visualize by using the strategic canvas … 8

To see where you are … 5 4 3 2 1 0 customer value customer value customer value price customer value customer value customer value Today's business 9

… and to see where you can make a difference … 5 4 3 2 1 0 customer value customer value customer value price customer value customer value customer value customer value customer value Red Ocean Blue Ocean 10

… you work along the toolbox Erase Reduce What factors should be What factors should be raised eliminated that the industry has well beyond the industry taken for granted? standard? Raise Create What factors should be What factors should be reduced well below the created that the industry has industry standard? never offered? 11

CREATE by applying the 6 path framework across 1 industries across 6 across 2 strategic groups time & trends _ NEW VALUES + 3 across the chain across of buyers 5 functional or Emotional appeal 4 across complementary offerings 12

an example … 13

[yellow tail]´s value curve ] 5 Premium wines 4 3 Budget wines 2 1 Price distinctions Above-the- Aging quality Vineyard prestige Wine Wine Easy Ease of Fun and in wine line and legacy complexity range drinking selection adventure communi- marketing cation 14

about us … 15

Stil GuideHouse The Open Open House consists of … of Innovation, of Innovation by Dr. Reinhold Rapp Grafing bei München, 30.01.2009

The “Rule of 20”… Experts Customers We establish relationship systems for making open innovation a reality. Partners Co-Workers 17

… the Open House Innovation Prozess … We develop ideas to real innovations. In a systematic way - together. 18

… and Options for Realisation We find the best options and modes for implementing the results of our process. Stil Guide Open House of Innovation Grafing bei München, 30.01.2009

We put a strong emphasis on identifying the right talents and bringing them together. and also: 20

Reinhold Rapp Open House of Innovation GmbH Dr. Reinhold Rapp Am Schammacher Feld 21 D–85567 Grafing b. München Phone +49 (0) 8092 / 86 355 - 0 Fax +49 (0) 8092 / 86 355 - 53 21

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Blue Ocean Strategy - Creating Value Innovations

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