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Teaching Materials

Blue ocean pedagogical materials, used in 1,823 universities and 103 countries around the world, go beyond the standard case-based method, with multimedia cases as historic as the Ford Model T and as recent as Skype, helping students and executives build a deep understanding of key blue ocean strategy concepts using a variety of formats and meaningful interactive exercises.


How Apple’s Corporate Strategy Drove High Growth

Author(s): W. Chan Kim, Renée Mauborgne, Oh Young Koo

This case introduces the application of blue ocean strategy in the context of managing a business portfolio at the corporate level. Apple created future profits and growth not by exploiting existing demand, but by reconstructing industry boundaries to create new market space and unlock latent demand. As a result, the company’s value grew exponentially as the total market value of a firm reflects not only today’s performance but also its future profitability. The case examines a series of blue ocean strategic moves at Apple, Inc. that transformed the company from a computer manufacturer into a consumer electronics powerhouse.


Pedagogical Objectives:

To illustrate how future growth and untapped demand can exist in an uncontested market space and that a company should break and reconstruct the industry boundaries to create it

To implement blue ocean strategy balanced with red ocean strategy in managing business portfolios within a corporation


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