A gaming simulation approach to understanding blue ocean strategy development as a transition from traditional competitive strategy

Christodoulou, I. and Langley, P. 2020. A gaming simulation approach to understanding blue ocean strategy development as a transition from traditional competitive strategy. Journal of Strategic Marketing. 28 (8), pp. 727-752. https://doi.org/10.1080/0965254X.2019.1597916

TitleA gaming simulation approach to understanding blue ocean strategy development as a transition from traditional competitive strategy
TypeJournal article
AuthorsChristodoulou, I. and Langley, P.
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.

KeywordsBlue ocean strategy
Strategy
Blue ocean droplets
strategic marketing
value innovation
product innovation
business model innovation
JournalJournal of Strategic Marketing
Journal citation28 (8), pp. 727-752
ISSN0965-254X
Year2020
PublisherTaylor & Francis
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1080/0965254X.2019.1597916
Publication dates
Published online14 Apr 2019
Published in print16 Nov 2020

Related outputs

Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies
Poulis, K. and Christodoulou, I. 2024. Justificative conformity in ontologically ring-fenced fields: Problematizing the scholarly nomenclature in qualitative studies. Marketing Theory. Advanced online publication. https://doi.org/10.1177/14705931241230046

Female entrepreneurs and discrimination in South Africa: leveraging network embeddedness to access governmental support for social innovation
Dlamini, S., Luca Cacciolatti and Christodoulou, I. 2024. Female entrepreneurs and discrimination in South Africa: leveraging network embeddedness to access governmental support for social innovation. in: Spinder Dhaliwal (ed.) Cases on Entrepreneurship and Diversity Edward Elgar. pp. 145-159

The Path to Entrepreneurship: The Role of Social Networks in Driving Entrepreneurial Learning and Education
Wasim, J., Youssef, M.H., Christodoulou, I. and Reinhardt, R. 2023. The Path to Entrepreneurship: The Role of Social Networks in Driving Entrepreneurial Learning and Education. Journal of Management Education. Advanced online publication. https://doi.org/10.1177/10525629231219235

Transforming the remittance industry: Harnessing the power of blockchain technology
Christodoulou, I., Nazarian, A., Konstantoulaki, K., Rizomyliotis, I. and Bihn, D.T. 2023. Transforming the remittance industry: Harnessing the power of blockchain technology. Journal of Enterprise Information Management.

How managers' perceptions about dynamic complexity change: sensemaking catalyzed by shock and surprise
Langley, P. and Rieple, A. 2023. How managers' perceptions about dynamic complexity change: sensemaking catalyzed by shock and surprise. Management Decision. Advanced online publication. https://doi.org/10.1108/MD-03-2023-0345

Beyond just talking strategy: using gaming simulations to catalyze airline managers' buy-in to novel strategies that can shape or adapt to profit cyclicality
Langley, P. 2023. Beyond just talking strategy: using gaming simulations to catalyze airline managers' buy-in to novel strategies that can shape or adapt to profit cyclicality. Systemic Practice and Action Research. Advanced online publication. https://doi.org/10.1007/s11213-023-09650-2

The strategic role of middle managers in the formulation and implementation of digital transformation projects
Christodoulou, Ioannis P., Wasim, Jahangir, Reinhardt, Robert J. and Ivanov, Kirill 2022. The strategic role of middle managers in the formulation and implementation of digital transformation projects. Strategic Change. 31 (6), pp. 613-622. https://doi.org/10.1002/jsc.2528

Incumbents’ capabilities to win in a digitised world: the case of the fashion industry
Langley, P. and Rieple, A. 2021. Incumbents’ capabilities to win in a digitised world: the case of the fashion industry. Technological Forecasting and Social Change. 167 120718. https://doi.org/10.1016/j.techfore.2021.120718

The impact of changes in stakeholder salience on CSR activities in Russian energy firms: a contribution to the divergence / convergence debate
Benyaminova, A., Mathews, M., Langley, P. and Rieple, A. 2019. The impact of changes in stakeholder salience on CSR activities in Russian energy firms: a contribution to the divergence / convergence debate . Corporate Social Responsibility and Environmental Management. 26 (6), pp. 1222-1234. https://doi.org/10.1002/csr.1743

Are retailers “bagging” the carrier bag levy in England? An exploratory enquiry
Jory, S.R., Benamraoui, A., Madichie, N.O., Ruiz-Alba, J. and Christodoulou, I. 2019. Are retailers “bagging” the carrier bag levy in England? An exploratory enquiry. Journal of Environmental Management. 233, pp. 845-853. https://doi.org/10.1016/j.jenvman.2018.12.003

Exploring cultural heterogeneity: The effect of intra-cultural variation on executives’ latitude of actions in 18 countries
Haj Youssef M.S. and Christodoulou, I. 2018. Exploring cultural heterogeneity: The effect of intra-cultural variation on executives’ latitude of actions in 18 countries. International Journal of Cross Cultural Management. 18 (2), p. 241–263. https://doi.org/10.1177/1470595818790611

Cultural Practices and Variations Influence on Managerial Discretion and the Implications for National Competitiveness
Haj Youssef, M., Christodoulou, I., Ludwig, S. and Dassler, T. 2017. Cultural Practices and Variations Influence on Managerial Discretion and the Implications for National Competitiveness. EURAM Conference 2017. Glasgow 21 - 24 Jun 2017

Culture Influence on Managerial Discretion and the Implications for National Competitiveness
Haj Youssef, M., Christodoulou, I., Ludwig, S. and Dassler, T. 2017. Culture Influence on Managerial Discretion and the Implications for National Competitiveness. 2017 Annual Meeting of the Academy of Management. Atlanta, USA 04 - 08 Aug 2017 Academy of Management. https://doi.org/10.5465/AMBPP.2017.13530abstract

Of Value, Tautologies and Disconnects: A Temporal Approach to Revitalizing Resource-Based Theory
Dassler, T. and Christodoulou, I. 2017. Of Value, Tautologies and Disconnects: A Temporal Approach to Revitalizing Resource-Based Theory. 6th European Theory Development Workshop. University of Zurich, Zurich, Switzerland 29 - 30 Jun 2017 University of Zurich.

Macro environmental analysis of the electric vehicle battery second use market
Reinhardt, R., Domingo, S.G., García, B.A. and Christodoulou, I. 2017. Macro environmental analysis of the electric vehicle battery second use market. 14th International Conference on the European Energy Market (EEM). Dresden, Germany 06 - 09 Jun 2017 IEEE . https://doi.org/10.1109/EEM.2017.7982031

Strategizing in a Focused Context: Managerial Discretion in the Arab World
Haj Youssef, M. and Christodoulou, I. 2017. Strategizing in a Focused Context: Managerial Discretion in the Arab World. Journal of Strategy and Management. 10 (4), pp. 430-452. https://doi.org/10.1108/JSMA-04-2016-0029

Intra-Cultural Variation, Zone of Acceptance and Managerial Discretion: A Theoretical Discussion
Haj Youssef, M. and Christodoulou, I. 2017. Intra-Cultural Variation, Zone of Acceptance and Managerial Discretion: A Theoretical Discussion. Business and Management Research. 6 (1), pp. 42-53. https://doi.org/10.5430/bmr.v6n1p42

Assessing Miles and Snow Typology through the Lens of Managerial Discretion: How National-Level Discretion Impact Firms Strategic Orientation
Haj Youssef, M. and Christodoulou, I. 2017. Assessing Miles and Snow Typology through the Lens of Managerial Discretion: How National-Level Discretion Impact Firms Strategic Orientation. Management and Organizational Studies. 4 (1), pp. 67-73. https://doi.org/10.5430/mos.v4n1p67

Assessing the Generalizability of Managerial Discretion: An Empirical Investigation in the Arab World
Haj Youssef, M. and Christodoulou, I. 2017. Assessing the Generalizability of Managerial Discretion: An Empirical Investigation in the Arab World. Journal of Management and Strategy. 8 (1), pp. 28-36. https://doi.org/10.5430/jms.v8n1p28

Corporate social responsibility in the Russian energy industry
Benyaminova, A., Mathews, M., Rieple, A. and Langley, P. 2016. Corporate social responsibility in the Russian energy industry. ICCMI. 22-24 June 2016, Heraklion 22 - 24 Jun 2016 ICCMI.

Understanding feedback - what are the discrepancies?
Patel, Z. and Christodoulou, I. Forthcoming. Understanding feedback - what are the discrepancies? WBS Learning and Teaching Day. University of Westminster 21 Jun 2016

Managerial discretion in emerging markets: What’s new and what’s different
Haj Youssef, M. and Christodoulou, I. 2016. Managerial discretion in emerging markets: What’s new and what’s different. Emerging Markets Conference, Graduate School of Management, St. Petersburg University. St. Petersburg, Russia 06 - 08 Oct 2016

Cross-National Differences in Managerial Discretion: Insights from the Middle East
Haj Youssef, M. and Christodoulou, I. 2016. Cross-National Differences in Managerial Discretion: Insights from the Middle East. British Academy of Management Conference 2016 (BAM2016). Newcastle University, Newcastle 06 - 08 Sep 2016 British Academy of Management.

Managerial Discretion in the Arab World: New National-Level Antecedents
Haj Youssef, M., Christodoulou, I. and Dassler, T. 2016. Managerial Discretion in the Arab World: New National-Level Antecedents. European Academy of Management 2016: Manageable Co-operation?. Paris 01 - 04 Jun 2016 EURAM.

The Impact of Cultural Practices on CEOs’ Discretion: New National-Level Antecedents.
Haj Youssef, M. and Christodoulou, I. 2016. The Impact of Cultural Practices on CEOs’ Discretion: New National-Level Antecedents. 7TH WORKSHOP ON TOP MANAGEMENT TEAMS AND BUSINESS STRATEGY RESEARCH. Groningen, Netherlands 07 Apr 2016

Value & Predictability within the RBV of the Firm: A critical review of the resource-based and related literature
Dassler, T. and Christodoulou, I. 2015. Value & Predictability within the RBV of the Firm: A critical review of the resource-based and related literature. British Academy of Management Conference 2015 (BAM2015). Portsmouth 08 - 10 Sep 2015 British Academy of Management.

Why don't they act on it? Helping students use feedback effectively - The case study of Mega modules - BKEY401, BBUS401 and BKEY601 on improving students' feedback
Macleod, E., Williams, D., Balu, K., Patel, Z. and Christodoulou, I. 2015. Why don't they act on it? Helping students use feedback effectively - The case study of Mega modules - BKEY401, BBUS401 and BKEY601 on improving students' feedback. 5th Biannual WBS Learning and Teaching Day. University of Westminster 11 Jun 2015

Inspiring action in Learning and Teaching for MEGA modules
Christodoulou, I. and Patel, Z. Forthcoming. Inspiring action in Learning and Teaching for MEGA modules. 14th Annual Westminster Learning and Teaching Symposium. University of Westminster 18 Jun 2015

What's Missing in the National-level Managerial Discretion Dimension
Haj Youssef, M. and Christodoulou, I. 2015. What's Missing in the National-level Managerial Discretion Dimension. 6TH WORKSHOP ON TOP MANAGEMENT TEAMS AND BUSINESS STRATEGY RESEARCH. Antwerp, Belgium 26 Mar 2015

Business Model Adaptation to a New Digital Culture
Pisano, P., Pironti, M., Rieple, A. and Christodoulou, I. 2014. Business Model Adaptation to a New Digital Culture. Bohemia, E., Rieple, A., Liedtka, J. and Cooper, R. (ed.) 19th DMI International Design Management Research Conference Design Management in an Era of Disruption. London 02 - 04 Sep 2014 DMI.

Strategic perspectives
Christodoulou, I. and Patel, Z. 2014. Strategic perspectives. London Wiley.

Strategic and organisational perspectives
Patel, Z. and Christodoulou, I. 2013. Strategic and organisational perspectives. McGraw Hill Education.

Re-setting the stepping stones: from personal learning to building a ‘learning organisation’. The case study of the strategic perspectives module: BKEY601 of WBS
Christodoulou, I. and Patel, Z. 2013. Re-setting the stepping stones: from personal learning to building a ‘learning organisation’. The case study of the strategic perspectives module: BKEY601 of WBS. 12th Annual Westminster Learning and Teaching Symposium. University of Westminster 4th July 2013

Re-setting the stepping stones: from personal learning to building a ‘learning organisation’. The case study of the strategic perspectives module: BKEY601 of WBS
Christodoulou, I. and Patel, Z. 2013. Re-setting the stepping stones: from personal learning to building a ‘learning organisation’. The case study of the strategic perspectives module: BKEY601 of WBS. 12th Annual Westminster Learning and Teaching Symposium. University of Westminster 4th July 2013

Re-setting the stepping stones: from personal learning to building a ‘learning organisation'. The case study of the strategic perspectives module: BKEY601 of WBS
Christodoulou, I. and Patel, Z. 2013. Re-setting the stepping stones: from personal learning to building a ‘learning organisation'. The case study of the strategic perspectives module: BKEY601 of WBS. Making technology work for us: the WBS "Blended Learning" day. University of Westminster 21st June 2013

Strategic and organisational perspectives
Christodoulou, I. and Patel, Z. 2012. Strategic and organisational perspectives. McGraw Hill Education.

Permalink - https://westminsterresearch.westminster.ac.uk/item/qq6ww/a-gaming-simulation-approach-to-understanding-blue-ocean-strategy-development-as-a-transition-from-traditional-competitive-strategy


Share this

Usage statistics

179 total views
1192 total downloads
These values cover views and downloads from WestminsterResearch and are for the period from September 2nd 2018, when this repository was created.