©2013 INSEAD Case Study
Also available: Teaching Note
This case describes how Rehability created a blue ocean in the German medical supplies industry by shifting the focus of the industry from the functional need of the sick and elderly to the emotional need of all wheelchair bounded individuals for an active life and reconstructing market boundaries accordingly. The written case is composed of two parts, (A) and (B), and accompanied by a teaching note. The video case, (Part A) and (Part B), is available for download by instructors at www.blueoceanstrategy.com .
Pedagogical Objectives: This case demonstrates how a company can reconstruct market boundaries and create a blue ocean in a highly regulated industry, where organizations often feel their opportunities for innovation are limited. The case illustrates several key frameworks and tools of blue ocean strategy such as the Six Paths Framework, the Buyer Experience Cycle/Buyer Utility Map, and the Four Actions Framework.