NSTI Nanotech 2009

Green Ocean Competitive Strategies

S. Sheehan
motum b2b, CA

Keywords: marketing, competitive, strategy, clean technology

Abstract:

Break ahead of the competition by creating uncontested markets and technology applications Interface, Herman Miller, Toyota - these are globally known brands that had sustainability strategies that made their competition irrelevant, demonstrating the simple power of ‘blue ocean strategies,’ a concept first described in Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, by W. Chan Kim and Renee Mauborgne (Harvard Business School Press, 2005). Blue ocean theory says strong performance in overcrowded industries, or red oceans, can’t be sustained unless new, uncontested markets, or blue oceans, are created. Red ocean industries compete in a world where global trade and rapid technology development make brand differentiation difficult and technology leadership elusive. The threat of a price-driven technology marketplace is ubiquitous in a red ocean industry. This is true for both traditional industries and for emerging industries such as clean technology. In both cases, while the competition waits for proven buyers, stable markets, and clear standards and regulations, ‘green ocean’ thinkers create entirely new playing fields that set them apart from the pack.
 
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