TEACHING MATERIALS

Blue ocean pedagogical materials, used in nearly 3,000 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean concepts, from blue ocean strategy to nondisruptive creation, developed by world-renowned professors Chan Kim and Renée Mauborgne. Currently, with over 20 Harvard bestselling cases.

APPLE

How Apple’s Corporate Strategy Drove High Growth

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

Case study trailer

Summary

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.

Case Study

English: HBSP | Case Centre | INSEAD

Chinese: Case Centre | INSEAD

Spanish: Case Centre | INSEAD

Teaching Note

HBSP | Case Centre | INSEAD

Video

English: Available to download for free in the Educators’ Space

Lecture Slides

English: Available to download for free in the Educators’ Space

Press Articles

English: Available to download for free in the Educators’ Space