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.
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BLUE OCEAN STRATEGY AND AI
Can AI help create blue oceans? We typically think about AI as a driver for productivity, boosting our efficiency. Yet, how can we utilize AI to offer a leap in value, not simply to lower costs? How could you leverage AI to redefine industry boundaries, and open up a blue ocean of new market space? These cases address this topic.
NVIDIA’S FUTURE STRATEGY: CAN IT SUSTAIN ITS BLUE OCEAN?
The public release of ChatGPT in 2022 catapulted AI into the mainstream, fueling NVIDIA’s explosive growth as the go-to provider of AI infrastructure. Now, as its biggest customers like Google and Microsoft build their own AI chips and DeepSeek’s arrival on the scene, NVIDIA faces the challenge of sustaining its high-growth path in a market it helped create. This case explores whether NVIDIA can continue to swim in a blue ocean or will the sharks lurking nearby turn the ocean bloody red?
ARTIFICIAL INTELLIGENCE: STITCH FIX, A BLUE OCEAN RETAILER IN THE AI WORLD
This case describes how a young MBA student turned her school project into a $1.5 billion company, Stitch Fix. Created by Katrina Lake, a Harvard Business School graduate, Stitch Fix provides a personal styling service, sending individually selected clothing and accessories based on customer preferences and constraints. Buyers receive the knowledge, creativity and style expertise of professional stylists, combined with top-tier AI analytics. These are blended into a service previously reserved for the wealthy (personal styling), delivered directly to customers’ homes, at a price point that fits their budget.
DRIVING THE FUTURE: HOW AUTONOMOUS VEHICLES WILL CHANGE INDUSTRIES AND STRATEGY
This case explores whether self-driving cars (autonomous vehicles or AVs) are a red ocean or blue ocean opportunity, and explains the difference between technological innovation and value innovation. It will prompt students to think about disruptive innovation and nondisruptive market creation, and why inventors of major technological innovations throughout history have often failed to meaningfully monetize their inventions.
PING AN GOOD DOCTOR: CREATING A NONDISRUPTIVE SOLUTION FOR CHINA’S HEALTHCARE SYSTEM
This case describes how the Chinese internet healthcare company Ping An Good Doctor created a nondisruptive solution for addressing a key challenge in China’s healthcare industry: Seeking healthcare was difficult for many Chinese people due to the relative scarcity and uneven distribution of high-quality healthcare services. Ping An Good Doctor opened a new market for accessible, tech-enabled primary care by easing pressure on overcrowded hospitals rather than competing with them. This case demonstrates how nondisruptive creation can expand healthcare access, reduce social costs, and generate win-wins across the healthcare ecosystem.