Tuesday, January 29, 2013

Salesforce.com: Creating a Blue Ocean in the B2B Space

KIM W. Chan, MAUBORGNE Renée, JI Mi, LEE Jee Eun 
©2013 INSEAD Case Study
Also available: Teaching Note

The one-part case describes a series of blue ocean strategic moves taken by salesforce.com in the CRM (customer relationship management) application market. The teaching note explains how the company created and renewed its blue ocean by value innovating on all three platforms of product, service and delivery alternately. The lecture slides provide a visual presentation of salesforce.com's blue ocean strategic moves.  

Pedagogical Objectives: Demonstrate through the strategic moves of salesforce.com the methodology for creating a blue ocean in the B2B domain. - Highlight the importance of value innovating on the three platforms of product, service, and delivery successively to create and renew blue oceans. - Review and illustrate the practical applications of BOS frameworks, concepts and tools such as noncustomer analysis, buyer utility analysis, six paths framework, and ERRC analysis.