Blue Ocean Strategy. How Ikea Created a New Market
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Blue Ocean Strategy. How Ikea Created a New Market
## Blue Ocean Strategy. How IKEA Created a New Market
This term paper by Henning Wenzel and Andreas Förster examines the Blue Ocean Strategy as an innovation concept in corporate strategic management. It sets out the principles and tools of the approach and argues that it puts value innovation ahead of competitive advantage to create demand in untapped markets.
Using IKEA as a case study, the authors show how the company combined differentiation with cost leadership by drawing customers into a do-it-yourself model. The 42 pages cover IKEA's facts and figures, business model, market overview, strategy canvas and ERRC grid, followed by a critical analysis and conclusion.
**Best used for:** Business and management students studying strategy, innovation or the IKEA business model.
**Not recommended for:** Readers wanting a full-length book on Blue Ocean Strategy or a general IKEA history.
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