Leg 10. From Cardiff to
Gothenburg
The Blue Ocean Strategy
06. Blue Ocean Summary and
Conclusions
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 114 June 2018
OUTLINE. The Blue Ocean Strategy
Leg 10. From Cardiff to Gothenburg
02Blue Ocean
Strategy Insights
03Blue Ocean Strategy
in the Context of
Industry 4.0
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved
05Blue Ocean
Strategy
Limitations
06Summary and
Conclusions
14 June 2018
01Introduction to
Blue Ocean
Strategy (BOS)
2
04Blue Ocean Strategy
Evolution
OUTLINE. The Blue Ocean Strategy
Leg 10. From Cardiff to Gothenburg
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018
01Introduction to
Blue Ocean
Strategy (BOS)
3
We are here!
02Blue Ocean
Strategy Insights
03Blue Ocean Strategy
in the Context of
Industry 4.0
04Blue Ocean Strategy
Evolution
05Blue Ocean
Strategy
Limitations
06Summary and
Conclusions
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 13 June 2018 4
Leg 10. From Cardiff to Gothenburg
The Blue Ocean Strategy is like Sailing
Yesterday
13 June 2018
300 NM To
Gothenburg
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018 5
Leg 10. From Cardiff to Gothenburg
The Blue Ocean Strategy is like Sailing
100 NM To
Gothenburg
Yesterday Today
14 June 2018
Leg 10. From Cardiff to Gothenburg
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018 6
Sailing is uncertain. We can´t prevent what will happen with the ocean. Today we are
winning, tomorrow we are last. In consequence the Blue Ocean Strategy-Shift is
uncertain by its nature and name.
• The Blue Ocean Strategy was originated as the right
thing, the right moment and right time and for the right
reasons in the year 2005.
• After a dotcom bubble, The Blue Ocean Strategy was the
best alternative offer in business strategy which could
beat the Porter´s military legacy of competitive strategy.
• Nevertheless, as the name indicate it, Blue Ocean
Strategy is a “brand” coined in the ocean.
• The Ocean can be sweet and peaceful, but strong and
threatening. The Ocean is the less static thing we can
experience.
• The Blue Ocean Strategy-Shift will evolve as sailing on
the ocean. We hope and we are glad of it.
The Blue Ocean Strategy is like Sailing
Vestas 11th
Racing,
Dismasted in
Cape Horn.
Vestas 11th
Racing,
continued
sailing
afterwards.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018 7
Learn how to use the Blue Ocean Strategy as much as you learn to use Porter´s
generic competitive strategies. It is wise to invest in learning about it.
Leg 10. From Cardiff to Gothenburg
The Blue Ocean Strategy is like Sailing
• Any strategist has to learn about all the
existing strategy theories.
• Porter´s was a world-shattering when he
published his first book “Competitive Strategy”
in 1980.
• The same happened with Kim and Mauborgne
contribution in 2005. Their concepts and ideas
have been “avant-garde” too.
• It is important to learn why, how and when to
use the Blue Ocean Strategy, because of its
premises and committed value innovation.
• As all the good things in life, don´t think it is
easy to create blue oceans, it is a hard
roadmap to sail too.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14June 2018 8
Leg 10. From Cardiff to Gothenburg
The Blue Ocean Strategy is a beautiful way of thinking. It just needs to be refined.
We find it as an Unpolished Diamond.
The Blue Ocean Strategy is like Sailing
• The fundamentals of the Blue Ocean Strategy
need to be refined.
• We find this way of thinking as an Unpolished
diamond. It needs to be tied to a sense of
purpose, timing, recycle and legacy.
• In addition, as much as we see perfected and
polished diamonds, the Blue Ocean Strategy
is still a work in progress. There is much
more to come from Kim and Mauborgne first
seeds of thought.
• We celebrate it and expect more from them
in the future. Lesedi La Rona, A rough unpolished diamond.
Sold in Auction in September 2017 for $53
million to British jeweler Graff Diamonds.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018 9
Leg 10. From Cardiff to Gothenburg
The Circular Economy Model will fine-tune the Blue Ocean Strategy for us and the next
generations.
The Blue Ocean Strategy is like Sailing
Leg 10. From Cardiff to Gothenburg
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017-2018 Eleonora Escalante-all rights reserved 14 June 2018 10
We are done. We treasure Kim and Mauborgne hard work. The Blue Ocean Strategy-Shift
is moving forward and we expect more from them with hope in the future.
Thank you!
The Blue Ocean Strategy is like Sailing