KIM W. Chan; MAUBORGNE Renee; KOO Oh Young
©2013 INSEAD Case Study
Also available: Teaching Note
The cases examine how the strategy of Zappos as an innovative online shoe retailer has been conceived and executed. Two cases, (A) and (B), and a teaching note are provided. Each paper case is accompanied by a video case to be shown in the classroom. Video cases and lecture presentation slides are available to instructors at www.blueoceanstrategy.com.
Pedagogical Objectives: Participants will learn how to create a blue ocean in Case A, and how to execute blue ocean strategy in Case B.