Lecture
This lecture introduces the Blue Ocean Strategy, focusing on creating uncontested market space and making competition irrelevant. It covers the difference between red oceans (existing industries) and blue oceans (new market space), with examples like Cirque du Soleil and Southwest Airlines. The lecture emphasizes value innovation, the importance of differentiation, and the strategic shift from competing to creating new demand. It also discusses brand positioning, differentiation strategies, and selected brand elements such as slogans and brand extensions.