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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.

Zappos

Bring the Shoe Store to Your Home (Part A)

Author(s): KIM, W. Chan, MAUBORGNE, Renée, KOO, Oh Young

This is the first part of two case series of Zappos’s blue ocean strategic move as an innovative online shoe retailer. Part A focuses on how Zappos reconstructed the existing boundaries of the online footwear retail industry. It describes Zappos’s distinctive value proposition that is neither an offline nor online shoe store in the conventional sense. The case also introduces how Zappos broke the value-cost trade-off of the conventional online shoe store.

Strategy Powered by Culture and People (Part B)

Author(s): KIM, W. Chan, MAUBORGNE, Renée, KOO, Oh Young

The second part of Zappos case focuses on Zappos’s people proposition, which led to high performance and raised barriers to imitation. It demonstrates the importance of Fair Process that builds deep trust and commitment in the company, making it difficult for competitors to imitate Zappos.

Teaching Note Authored by: Kim, W. Chan, Mauborgne, Renée, Ji, Mi, Lee, Jee Eun

Case Study A
Case Study B
Teaching Note
Video & Lecture Slides