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Lessons from breakthrough strategic moves over the last century

Author: Kim, W. Chan ; Mauborgne, Renée ; Hunter, JasonINSEAD Area: StrategyPublisher: Fontainebleau : INSEAD Blue Ocean Strategy Institute 2009.Language: EnglishDescription: 4 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: "Lessons from Breakthrough Strategic Moves Over the Last Century" illustrates how businesses over the last 100 years have periodically broken away from the competition to create and capture new market space - often giving rise to entirely new industries. This case examines whether there are shared patterns across these strategic moves by examining three representative industries that touch people's everyday lives: autos, computers and movie theatres.Pedagogical Objectives: The case illustrates how businesses over the last 100 years of business history have periodically broken away from the competition to create and capture new market space - often giving rise to entirely new industries. Yet to date there is very little understanding of the underlying strategic logic behind these breakthrough strategic moves. It examines whether there is a shared pattern across these strategic moves by examining three representative industries that touch people's everyday lives: autos - how people get to work; computers - what people use at work; and movie theaters - where people go after work for entertainment. These three industries represent the largest and least regulated free markets in the US from the turn of the century to 2000. A complementary video entitled "A History of Blue Ocean Strategic Moves: Is There a Pattern", which is free for instructor download at www.blueoceanstrategy.com, provides a visual demonstration of these three representative industries so that participants can deduce the shared patterns across these strategic moves. The case and the video come with a comprehensive teaching note and are excellent for both MBA and executive audiences.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

"Lessons from Breakthrough Strategic Moves Over the Last Century" illustrates how businesses over the last 100 years have periodically broken away from the competition to create and capture new market space - often giving rise to entirely new industries. This case examines whether there are shared patterns across these strategic moves by examining three representative industries that touch people's everyday lives: autos, computers and movie theatres.

The case illustrates how businesses over the last 100 years of business history have periodically broken away from the competition to create and capture new market space - often giving rise to entirely new industries. Yet to date there is very little understanding of the underlying strategic logic behind these breakthrough strategic moves. It examines whether there is a shared pattern across these strategic moves by examining three representative industries that touch people's everyday lives: autos - how people get to work; computers - what people use at work; and movie theaters - where people go after work for entertainment. These three industries represent the largest and least regulated free markets in the US from the turn of the century to 2000. A complementary video entitled "A History of Blue Ocean Strategic Moves: Is There a Pattern", which is free for instructor download at www.blueoceanstrategy.com, provides a visual demonstration of these three representative industries so that participants can deduce the shared patterns across these strategic moves. The case and the video come with a comprehensive teaching note and are excellent for both MBA and executive audiences.

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