Product: Management & Develop­ment
https://pmd.igdp.org.br/article/doi/10.4322/pmd.2013.001
Product: Management & Develop­ment
Original Article

A critical analysis on the Blue Ocean Strategy and an approach for its integration into the Product Development Process

Josmael Roberto Kampa, Carlos Cziulik, Carla Cristina Estorilio Amodio

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Abstract

A study on the Product Development Process (PDP), the Strategic Planning Process (SPP) and the Blue Ocean Strategy (BOS) has been developed in order to verify the scientific strengths of the BOS and its integration mechanisms into the PDP. The conducted study has been based on an exploratory and qualitative research, a field survey with a company that advocates using BOS, and an attempt to interview the proponents of BOS. The study indicates that the BOS approach, as proposed in the book of Kim and Mauborgne (2005), requires additional procedures to be fully implemented into companies developing products. Additionally, the BOS integration into a PDP can occur through a list of ideas for new products, which can be derived from the BOS formulation, at the SPP stage, following the model proposed by Kaplan and Norton (2008). Due to the limited evidences obtained, as well as, the practical limitations of a controlled test (which would involve a large amount of variables) the scientific strengths of BOS could not be validated. Mental maps that structure the work of Kim and Mauborgne (2005) and its correlations with PDP have been developed and contribute to better understanding the practical limitations observed.

Keywords

blue ocean strategy, product development process, strategic process planning
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