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UCSI North Wing Campus, Jalan Choo Lip Kung,

Taman Taynton View, Cheras, 56000 Kuala Lumpur, Malaysia.

Tel: (603) 9101 8880 Fax: (603) 9132 6688. Website : www.ucsi-bosrc.com

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24242424 December 2008 December 2008 December 2008 December 2008 MEDIAMEDIAMEDIAMEDIA BRIEF BRIEF BRIEF BRIEF

About Blue Ocean Strategy Blue Ocean Strategy® is the systematic pursuit of new market and demand creation through the simultaneous pursuit of higher value and lower cost. It is called Blue Ocean Strategy® because it is about creating unknown market space where you do not compete head-to-head against the competition but rather make them irrelevant by creating new markets where no competition exists. The book, Blue Ocean Strategy®, by Professor W. Chan Kim & Renée Mauborgne, has become an international bestseller, with over one million copies sold in its first year and published in 41 languages, a record for Harvard Business School Press.

• Blue ocean strategy is the result of a decade-long study of 150 strategic moves spanning more than 30 industries over 100 years (1880-2000).

• The objective of blue ocean strategy is not to out-perform the competition in your existing industry, but to make it irrelevant through the simultaneous pursuit of higher value and lower cost.

• A proven and practical approach to creating profitable growth strategies, blue ocean strategy is based on a family of frameworks, tools, and methodologies, including: strategy canvas, value curve, four actions framework, six paths, buyer experience cycle, buyer utility map, and blue ocean idea index.

• While innovation has been seen as a random/experimental process where entrepreneurs and spin-offs are the primary drivers, blue ocean strategy offers a systematic and reproducible process in pursuit of value innovation by both new and existing firms.

• These frameworks and tools are designed to be visual in order to not only effectively build the collective wisdom of the company but also to effectively execute through easy communication.

• The three key conceptual building blocks of blue ocean strategy are: value innovation, tipping point leadership, and fair process.




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About the Authors

W. Chan Kim is Co-Director of the INSEAD Blue Ocean Strategy Institute and The Boston

Consulting Group Bruce D. Henderson Chair Professor of Strategy and International

Management at INSEAD, France (the world's second largest business school). Prior to

joining INSEAD, he was a professor at the University of Michigan Business School, USA. He

has served as a board member as well as an advisor for a number of multinational

corporations in Europe, the U.S. and Pacific Asia. He is an advisory member for the

European Union and is the Country Advisor to Malaysia.

Renée Mauborgne is The INSEAD Distinguished

Fellow and a professor of strategy at INSEAD. She

is also Co-Director of the INSEAD Blue Ocean

Strategy Institute. Mauborgne is a Fellow of the

World Economic Forum. Her Harvard Business

Review articles, co-authored with W. Chan Kim,

are worldwide bestsellers and have sold over

half a million reprints. Their Value Innovation and

Fair Process articles were selected as among the

best classic articles ever published in Harvard Business Review. They have co-authored

articles in The Wall Street Journal, The Wall Street Journal Europe, The New York Times

and The Financial Times amongst others.

UCSI Blue Ocean Strategy Regional Centre UCSI Blue Ocean Strategy Regional

Centre is the Official Regional

Representative of Blue Ocean

Strategy Businesses and has the

Exclusive Regional License in

Malaysia, Australia, Canada,

China, India, Indonesia,

Philippines, Singapore, Taiwan,

and Thailand.

We are a part of the UCSI Education

Group and we are committed to accurately present BOS concepts and tools with the

highest professional standards for the benefit of our clients. Our vision is to make a

significant positive difference wherever we operate by the application of BOS to meet

needs and create wealth.




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Our Supporting Systems To advance the practice of Blue Ocean Strategy through Education, Research, and

Consultancy, we have put in place the following:

• A Blue Ocean Strategy Applied Research Centre where business strategies, value

innovation and tipping point leadership is continuously researched and applied.

• Jason Hunter has been appointed as Director of Training at UCSI BOSRC to lead

in our training and consultancy work. He is the former Director of Training at Blue

Ocean Strategy Network and INSEAD Blue Ocean Strategy Institute Executive

Fellow.

• A Centre for Value Innovation and Entrepreneurship that seeks to mentor young

adults to become entrepreneurs and to start new ventures.

• An international network of qualified Blue Ocean Strategy consultants with

extensive knowledge and experience.

• Strategic alliances with reputable strategic partners to promote the learning,

adoption and implementation of BOS.

• An E-Learning Portal for the community of practitioners to promote the

knowledge and application of Blue Ocean Strategy as well as hosting a range

of exciting learning modules.

• Post graduate courses in Blue Ocean Strategy for MBA and DBA programmes in

conjunction with UCCSI University.

• Priority access to the latest case studies and updated materials on Blue Ocean

Strategy.

Our Services

We offer the following services to help

our clients learn, adopt and apply

BOS:

• Major BOS conferences where

Professor Chan Kim or Professor

Mauborgne will be the main

speaker.

• One-day Introduction to Blue

Ocean Strategy Workshops

covering a comprehensive overview of the framework and concepts of Blue

Ocean Strategy.

• Two-day Blue Ocean Strategy Workshops with multiple speakers and hands-on

case exercises.




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• Three-day Blue Ocean Strategy in Action Workshops specially designed for

companies to apply in their own situations.

• In house training for client organisations.

• Long term consultancy in formulating and executing Blue Ocean Strategy.

• Consultancy for new start ups in formulating commercially viable blue ocean

ideas.

Media Interests

Blue Ocean Strategy provides a comprehensive framework to provide thought

leadership in the following areas and concepts:

• Value innovation

• Creation of uncontested market space

• Reaching beyond industry boundaries

• Reaching out beyond existing markets to non customers

• Business strategy

• Change management

• Tipping point leadership

• Fair process

These areas are of particular interest to the public and business community especially

during the current global financial turmoil.

As the Official Regional Representative of Blue Ocean Strategy, UCSI BOSRC seeks to

provide the public with news, articles, regular columns, interviews, and speeches

covering the above areas. In particular, our Applied Research Centre is responsible for

the following:

• Provide press releases on news worthy events and happenings related to Blue

Ocean Strategy from around the world, especially in the 10 countries within our

licensed territories.

• Write case studies of successful adoption and implementation of BOS in various

countries from around the world in various industries.

• Arrange for BOS spokes persons to be interviewed through emails, telephone, or

face to face by selected media.

• Arrange for BOS spokes persons to give speeches at press conferences,

interviews and meetings.

• Write and compile regular columns on the concepts related to BOS as listed

above.




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Key spokes persons on BOS We have several key spokes persons who are available to the mass media as listed

below. Members of the press are invited to contact our office for access to our spokes

persons.

Professor Chan Kim

Author of Blue Ocean Strategy

Peter T. S. Ng

Group President of the UCSI Education

Group

Peter Tan

Chief Operations Officer

UCSI Blue Ocean Strategy Regional

Centre

Jason Hunter

Director of Training

UCSI Blue Ocean Strategy Regional Centre

Dr. Dominic Lau

Head of Applied Research Centre

UCSI Blue Ocean Strategy Regional

Centre

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