Blue o cean strategy o f ten wo rks best when co

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Unformatted text preview: phics and raw pro cessing po wer f avo red by hard-co re male gamers, Nintendo cho se to develo p a machine to appeal to f amilies, wo men, and age gro ups that no rmally shunned alien sho o t-’em ups. By go ing af ter a bigger, redef ined market, Nintendo was able to rack up sales that exceeded the Xbo x 360, even tho ugh it f o llo wed the system by twelve mo nths.M. Sanchanta, “Nintendo ’s Wii Takes Co nso le Lead,” Financial Times, September 12, 2007. Seeking the Blue Ocean? Better Think Strategically Reggie Fils-Aimé, the P resident o f Nintendo o f America, describes the Wii Strategy as a Blue Ocean ef f o rt.R. Fils-Aimé (presentatio n and discussio n, Carro ll Scho o l o f Management, Bo sto n Co llege, Chestnut Hill, MA, April 6, 2009). The co ncept o f blue ocean st rat egy was po pularized by Euro pean Institute o f Business Administratio n (INSEAD) pro f esso rs W. Chan Kim and Renée Maubo rgne (autho rs o f a bo o k with the same title).W. C. Kim and R. Maubo rgne, Blue Ocean Strategy: Ho w to Create Unco ntested Market Space and Make Co mpetitio n Irrelev ant...
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This document was uploaded on 01/31/2014.

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