the first write by W. Chan Kim, and Renee Mauborgne.

1. BLUE OCEAN STRATEGY by Prof. W. Chan Kim, Prof. Renee Mauborgne

2. Cirque’s productions have been seen by almost 40 mn people in 90 cities around the world In less than 20 years Cirque du soleil has achieved a level of revenues that took Ringling Bros. and Barnum & Bailey - the global champion of the circus industry- more than 100 years to attain

3. Declining industry & limited potential for growth Strong supplier power on the part of star performers and buyer power Steadily decreasing audiences Increasing sentiments against the use of animals UNATTRACTIVE INDUSTRY

6. Profit & growth consequences of creating blue oceans 39% 61% 38% 62% 14% 86% PROFIT IMPACT REVENUE IMPACT BUSINESS LAUNCH Launches within red ocean launches for creating blue oceans

14. VALUE INNOVATION BUYER VALUE COSTS VALUE INNOVATION

26. Strategy canvas of the U.S. wine industry in the late 1990s price Use of enological terminology and distinction in wine communication Above-the-line marketing Aging quality Vineyard prestige and legacy Wine range Wine complexity High Low Premium wines Budget wines

28. The four actions framework Eliminate Factors to eliminate that industry has taken For granted Raise Factors to raise well Above industry standard Reduce Factors to reduce well below industry standards Create Factors to create that Industry has never offered A new value curve

30. The Eliminate-Reduce-Raise-Create Grid Eliminate Enological terminology and distinctions Aging qualities Above-the-line-marketing Raise Price versus budget wines Retail store involvement Reduce Wine complexity Wine range Vineyard prestige Create Easy drinking Ease of selection Fun and adventure

54. Growth potential of portfolios of businesses pioneers migrators settlers today tomorrow

60. Sequence of blue ocean strategy Buyer utility price cost adoption Commercially Viable BOI YES YES YES YES NO - RETHINK NO - RETHINK NO - RETHINK NO - RETHINK

61. Blue ocean idea (BOI) index Philips CD-i Motorola iridium DoCoMo i-Mode Japan Utility Price Cost Adoption - - + - - + - - + - +/- +

63. Four organizational hurdles COGNITIVE HURDLE RESOURCE HURDLE MOTIVATIONAL HURDLE POLITICAL HURDLE

69. The three E principles of fair process ENGAGEMENT EXPLANATION EXPECTATION CLARITY

70. How fair process affects people’s attitude and behavior FAIR PROCESS TRUST & COMMITMENT VOLUNTARY COOPERATION EXCEEDS EXPECTATIONS STRATEGY FORMULATION PROCESS ATTITUDES BEHAVIOR STRATEGY EXECUTION

71. Thank you For your patience throughout the presentation

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