藍海戰略
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電子書TRANSCRIPT
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INSEAD
Antonio BorgesGabriel Hawawini Ludo Van der Heyden
PwCBCG
Frank Brown Richard Bair
BCG Rene AbateJohn ClarkesonGeorge Stalk Olivier Tardy
Jason Hunter Ji Mi
INSEAD Subramanian
Rangan Ludo Van der Heyden
INSEAD EMBA MBA
Ron AdnerJean-Louis BarsouxBen BensaouHenri-Claude de
BettigniesMike BrimmLaurence CapronMarco CeccagnoliKarel CoolArnoud
De MeyerIngemar DierickxGareth DyasGeorge EapenPaul EvansCharlie
GalunicAnnabelle GawerJavier GimenoDominique HeauNeil JonesPhilippe
LasserreJean-Francois ManzoniJens MyerClaude MichaudDeigan Morris
5
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Quy Nguyen-HuySubramannian RanganJonathan StoryHeinz ThanheiserLudo
Van de HeydenDavid YoundPeter Zemsky Ming Zeng
Marc Beauvois-Coladon
Francis Gouillart Gavin Fraser Wayne
MortensenBrain MarksKenneth LauYasushi ShiinaJonathan Landrey
Gabor Burt Junan JiangRalph Trombetta Shantaram
VenkateshMiki Kawawa Volker Westermann Matt
Williamson Caroline Edwards Accenture
Mark SpelmanOmar AbboshJim Sayles Lucent
VIP
VIAT
Jong-Yong Yun
VIN
Melinda Merino
6
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David ChampionTom StewartNan Stone Joan
Magretta INSEAD MBAPh.D
VISG
7
-
Guy
LaliberteCirqued du Soleil
1984 90
4000 20
Ringling Bros.
Barnum Bailey 100
8
-
1
1 Harrison C. White1981Joseph Porac
Jose Antonio Rosa1996
9
-
2
20
3
4
2 Gary HamelC. K. Prahalad1994James Moore1996 3 Michael Porter19801985Paul Auerbach1988George S.Day1997 4 HamelPrahalad1994
10
-
50
SIC 1997
NAICS 10 SIC 20
5
7 6
7
108
5 19871998 6 7 Carl von Clausewitz1993
11
-
1.186
86
62 39 14 38
61
1-1
86%
62%
39%
14%
38%
61%
8
9 8 Richard A. DAveniRobert Gunther1995 9 Kenichi Ohmae19901995a1995b
12
-
10
11
12
20
10 2002 11 2001
13
-
13
20
AtariChesebrough-PondsData GeneralFluor
National Semiconductor
5 23
14
40
15
20 70 80
12 13 Thomas J.PetersRobert H.Waterman Jr.1982Jim CollinsJerry Porras1994 14 Richard T.Pascale1990 15 Richard FosterSarah Kaplan2001
14
-
2001
20 90
A
A
15
-
18802000 30 150
30
1908 T 1924
CNN 1980 7 24
16
-
16
17
18
19
16 Peter Drucker1985 17 KimMauborgne1997a1997b1997c
Gary Hamel19982000 18 2
19 Gerard J.TellisPeter N.Golder2002 10 10 90
17
-
20
21
20 Charles W. L. Hill1988R. E. White1986 21 Porter19801985Porter1996
18
-
22
22
19
-
12
12
20
-
12
21
-
23
24 13
25
B
13
23 Porter1996 24 25 Joe S. BainBain19561959
22
-
26
27
26 Steven P. Schnaars1994Chris Zook2004 27 Inga S. BairdHoward Thomas1990
23
-
24
-
14
25
-
14
26
-
200
31
27
-
8 75
1600 25
21
7
z
28
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z Chardonnay
Merlot
21 1600
29
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30
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Casella
22
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31
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yellow tail
2003 8 750
2003
32
-
45
23
1600
33
-
34
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6.99
2001 7
35
-
24
z
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25
36
-
26
37
-
38
-
27
39
-
40
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41
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1
3
42
-
43
-
6
1
44
-
2
3
4
5
6
45
-
46
-
NetJets 20
NetJets 500 140
25 1998
NetJets 1993 2000
30-35NetJets
NetJets
NetJets
NetJets
NetJets 16
16 50
47
-
375000
6 28
19400 10100 29
NetJets
NetJets
NetJets 70 30
NetJets 550
28 NetJets (2004) 29 J. Balmer (2001)
48
-
10.5 NetJets
5.2 6 2.1
30NetJets
4 NetJets
NetJets
NetJets
31
NetJets 7 57
31 NetJets
NetJets
30 http://www.marquisjet.com/vs/vscomm.html
49
-
20 80
NTT DoCoMo 1999 i-mode i-mode
NTT DoCoMo
NTT
DoCoMo
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NTT DoCoMo
i-mode i i
i-mode
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25
50
-
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i-mode
i-mode 2003 i-mode 4010
1999 2.95 2600 2003
8863 80 i-mode
WAP
Home
Depot
Home Depot
Intuit
51
-
Quicken
Curves
1995 Curves
6000 200 10 4
Curves
52
-
Curves
Curves
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100
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12
50 100
53
-
Curves
32Curves
32 Curves
Curves
Curves
54
-
10
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Curves
Curves 32
50100 Curves
2.53 2
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1500 Curves
100
Curves 10
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Curves
55
-
2004 Curves 8500
Curves Ralph
Lauren
Brooks Brothers Burberry
Polo
Ralph Lauren
20 70
Champion Enterprises
Champion
Champion
56
-
Champion
57
-
Novo Nordisk
20 80
Novo
Novo Nordisk
Novo Nordisk
Novo Nordisk 1985
NovoPenNovoPen
NovoPen
58
-
Novo Nordisk 1989
NovoLet
1999 Innovo
Innovo
Novo Nordisk
NovoPen
Novo
Nordisk 60 80 70
10
20 80
Telerate
IT
IT
59
-
IT
SAP
60
-
NABI
10
61
-
NABI 12
NABI
NABI
12
NABI
NABI
NABI
3035
NABI
62
-
NABI
33 NABI
NABI
NABI
NABI
NABI
NABI
33 2001
NABI
1993
NABI 20
NABI
10 2002 10 Economist Intelligence Unit
63
-
30
Borders B&N
6 Borders B&N
1070 Virgin Entertainment
CDDyson
Zeneca Salick
64
-
Body Shop
65
-
Body Shop
QB QB
QB 1996 2003 200
1996 5.7 2002 350
2013 1000
QB
1
30005000 2745
QB
QB
QB
1 10
66
-
QB 1000 9
50
QB
34
34 QB
QB
Cemex
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47
15
31 Kris Herbst (2002)
67
-
Cemex
56 32
1998 Cemex Patrimonio Hoy
Patrimonio Hoy tandas
tandas 10 100
10 10
1000 93 1000
tandas
Patrimonio Hoy
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Cemex Patrimonio Hoy 70
120 70
Cemex
32 Ibid
68
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Cemex
Cemex
Cemex
20
23 Cemex
15 3.5
Cemex 2 4 2300 15
2300 Cemex
Cemex
Direct Line
Direct Line
69
-
Vanguad
70
-
1998
20 90
NapsterKazaa LimeWire
2003 200
CD
19
CD MP3
iPod
71
-
2003 iTunes
5
iTunes iTunes
20 30
99 9.99
iTunes
CD
iTunes
CD
iTunes
iTunes
AAC MP3
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iTunes iTunes
65
72
-
Napster
iTunes iPod CD 7
iTunes 70 7000
250
NetRatings iTunes 70
iTunes iPod
80
60
CNN
24 HBO
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73
-
35
3-5
74
-
75
-
76
-
77
-
CIO IT
10
150
EFS
EFS 30%
4-1
4-1 1 2 3 4 z
z
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78
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EFS
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85
-
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86
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-
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87
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88
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12 40 4
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CNN
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4-6 PMS
12 12
91
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4-6
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92
-
93
-
Callaway Golf
94
-
5-1
95
-
96
-
Pret A Manger 1988
46
97
-
90
130 2500
2002 1
33%
98
-
JCDecaux
1964
99
-
19952000
60% 20%
825
40% 14%
18%
33 28.3
100
-
1993
JSF
101
-
/
102
-
52 20
52
/
/
/
/
103
-
1.9 3300 F-35
F-22 AV-8B
F-18 53 12
34567
8910/
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/
2001
2000 F-35 2010
104
-
?
105
-
106
-
6-1
6-1
107
-
108
-
CD-i
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The Home Depot Ralph Lauren
109
-
6-2
6-2
1. 2. 3. 4. 5. 6.
110
-
111
e-Bay
The Home Depot 6-3
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1. z
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3. z
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6-3
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6-4
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T 500
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114
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Windows XP
eBay
115
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Nucor
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30
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116
-
6-5
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117
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T
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118
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6-5
400 60
T
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119
-
Dyson 1995
Lycra
ALTO SAP
Bloomberg
z
z
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120
-
T
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21 4 60%
121
-
30%
75
40
150 51
122
-
50 150
2
SAP
Oracle
SAP R/2 R/3
SAP Capgemini
Accenture
SAP SAP
123
-
80
2-3
80
Blockbuster
IBM
IBM
Net-Jets
124
-
6-6
C
125
-
6-6
Merrill Lynch
126
-
14%
Mrogan Stanley Dean Witter & Co.
13%
SAP
ASAP ASAP
SAP ASAP
SAP
SAP
SAP
ASAP
127
-
Monsanto
Monsanto
Monsanto
Monsanto
8
128
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(BOI) 6-7
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130
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100 300
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131
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i
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2170 130
2003 4010
2.95 260 8863 80
DoCoMo
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i
132
-
5
133
-
134
-
NYPD20 90
1994
90
36000
36000
1994 1996
135
-
39 50 35
37 73
1996
GE
136
-
71
CEO
137
-
CEO
138
-
20 90
3
139
-
20 70
4
140
-
141
-
hot spotscold spotshorse trading
142
-
5
50 70 30
5
16
16 1
143
-
1990
72
72
144
-
145
-
kingpinsfishbowlatomization
CEO
76
200 400
76 3.6
146
-
Compstat 76
147
-
148
-
36000
6
149
-
60
150
-
18 1
151
-
73
152
-
73
153
-
154
-
fair process
Lubber
50% 10%
155
-
70 John W. Thibaut Laurens Walker
procedural
justice
8-1
8-1
156
-
3E
engagement
explanationclarity of expectation
3E
157
-
3E
Elco 80
20%
Chester
High Park
158
-
159
-
3E
160
-
161
-
162
-
Frederick Herzberg
8-2
8-2
163
-
164
-
165
-
10-15
Cirque de SoleilHome Depot
z
CNN 24 7 NBCCBSABC
z Body Shop
166
-
z
Kinepolis MEGAPLEX
15
z
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z eBay
z
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Intuit Quicken
9-1
167
-
9-1
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168
-
Body Shop
Casella
6
169
-
A
z
z
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IT
z
170
-
1893 Duryea
1500
Woodrow Wilson
T
1908 500
171
-
T
T
1908 T 850
609 1924 T
290 400
1909 T
T 21 4 60%
T 1908 9% 1921
60% 1923 T T
T
1924
GM
Alfred Sloan
172
-
1926-1950
200 700 20%
50% 50% 20%
90%
70
173
-
80 40
1984
K
15
90 SUV
SUV
174
-
SUV
1998
SUV 750 820
T
1890
Herman Hollerith
TMC
175
-
TMC
1911 CTR
1914 CTR
Thomas Watson
CTR
CTR 20
85%1924 CTR
IBM
1952 Remington Rand
176
-
UNIVACUNIVAC
IBM
IBM
1953 IBM 650
650 UNIVAC
UNIVAC 100 20
50 IBM 85%
1952 4.12 1959 11.6
IBM 1964 IBM360 360
1969 IBM
IBM
6070 IBMDECSperry
1978
Apple
Computer, Inc II
177
-
MITS Micro Instrumentation and Telemetry Systems
Altair8800
MITS IBM
MITS
256
DEC Ken Olsen
II
T II
20 500 1980
20 72.4 18 1981
20 140 30
IBM 1982
IBM
178
-
20
1983 IBM
130
IBM650
DEC
1992 ProSignia
UNIX DOS
ProSignia 4
38
90
IBM 40%
179
-
4
1995 53 2003 355
2% 30%
IBM650
CTRIBM
1893
peep show
180
-
1905 5
5
5
12 2 5
5
7000 1907
5 200 5
1914 18000 5 700
5
5 1914
181
-
5
19141922 4000
5
40
1963 Stan
Durwood 20
Multiplex
182
-
AMC
80
1995 AMC 24 Megaplex
24
90 AMC
8.8 5 90
183
-
2 1995 2001
12.6 14.9
15% 38%
AMC
2000
AMC
AMC
184
-
B
Joseph A. Schumpeter
185
-
186
-
Cirque de Soleil
187
-
3
C-1 D1
D2swatch P1 P2
Q1 Q2
LRAC1
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188
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C-2
P1 P2 Q1 Q2
R
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189