As a case, the right to implement the strategy of the blue ocean, "the participants to apply the basic concepts of blue ocean strategy to overcome the key organizational and managerial barriers while leading a strategic shift. Thing is how Braynesbridge Industries (BI), a fictional conglomerate involved in the steel industry , recently launched a new strategy to break out of the red ocean bloody competition in the industry. new strategy, however, is a significant departure from the status quo, which has led to a dramatic cognitive, resources, motivation and political barriers to the organization. Thus, for the implementation of new strategy, BI leaders had to overcome the four key obstacles. Despite these problems, the case shows that the management team has successfully implemented BI strategy quickly and at low cost using a tipping point leadership and fair process. BI Board of Directors, very impressed with the new strategy and its success, curious to learn the principles of tipping point leadership and fair process and how it applies to organizations. "Hide
by W. Chan Kim, Renee Mauborgne, Katrina Ling Source: Insead 4 pages. Publication Date: July 1, 2009 . Prod. #: BOS014-PDF-ENG
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