A gaming simulation approach to understanding blue ocean strategy development as a transition from traditional competitive strategy
A gaming simulation approach to understanding blue ocean strategy development as a transition from traditional competitive strategy
复制标题
一种游戏模拟方法，用于理解蓝海战略发展作为传统竞争战略的过渡
DOI：
10.1080/0965254x.2019.1597916
复制
发表时间：
2020
影响因子：
4.1
通讯作者：
P. Langley
中科院分区：
文献类型：
--
作者：
I. Christodoulou;P. Langley
蓝海战略（BOS）在各种市场中断之后引起了人们的兴趣，包括数字中断、共享经济的增长和生态系统的发展。BOS是价值创新与新市场的结合，通过具体的营销活动推动持续更高的绩效，但难以构想和实施。我们概述了五个案例，它们通过空白空间使用各种过渡路径到BOS，并在现有市场中进行产品扩展。这一转型的一个重要部分是“蓝海水滴”，它通过转型推动盈利增长，然后成功部署蓝海战略。蓝海液滴推动盈利性增长——同时增加销量、维持/提高价格和维持/降低成本。然后，我们在多团队博弈模拟中使用归纳定性方法来检查企业绩效的驱动因素。高于平均水平的性能是由白色空间的重新定位和三个蓝色海洋液滴的执行驱动的。最后，我们讨论了对公司的影响：执行一些实物期权，以遵循几个过渡路径中的一个到完整的BOS。这种方法比完整的BOS方法涉及的下行风险更小，但仍然可以持续盈利，同时也打破了传统的价值/成本权衡。
ABSTRACT Blue Ocean Strategy (BOS) has attracted a resurgence of interest following various market discontinuities, including digital disruption, the growth of the sharing economy and the development of ecosystems. BOS is a combination of value innovation and new markets, driving sustained higher performance through specific marketing activities, but it is difficult to conceive and implement. We outline five cases that use various transition paths to BOS through white spaces – with product extensions in the existing market. An important part of this transition are ‘blue ocean droplets’ which drive profitable growth through the transition and then onto a successful deployment of a blue ocean strategy. Blue ocean droplets drive profitable growth – simultaneously increasing volume sales, maintaining/increasing prices and maintaining/decreasing costs. We then use an inductive qualitative approach in a multi-team gaming simulation to examine drivers of firm performance. Higher than average performance is driven by repositioning in white spaces and execution of the three blue ocean droplets. Finally, we discuss implications for firms: execute a number of real options to follow one of several transition paths to a full BOS. This approach involves less downside risk than a full BOS approach, but can still be sustainably profitable, while also breaking the traditional value/cost trade-off.