Oh Young Koo

Institute Executive Fellow
This case accompanies 1) a collection of business press articles; 2) two video clips; 3) a teaching note; 4) lecture slides. While the case and articles will be assigned as pre-reading, the video clips and lecture slides will be shown in the classroom by the instructor.

Published 23 Feb 2018

Reference 5860

Topic Strategy

Region North America

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On 30 May 2017, Amazon shares traded at a record high - above $1,000 - surpassing the share price of Google parent Alphabet. Started as an online bookstore 22 years earlier, Amazon has achieved uninterrupted growth by becoming the largest internet bookstore, the largest online marketplace, a media company, and the most successful IT service provider.

Published 11 Dec 2017

Reference 6340

Topic Strategy

Region North America

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On 30 May 2017, Amazon shares traded at a record high - above $1,000 - surpassing the share price of Google parent Alphabet. Started as an online bookstore 22 years earlier, Amazon has achieved uninterrupted growth by becoming the largest internet bookstore, the largest online marketplace, a media company, and the most successful IT service provider.

Published 25 Sep 2017

Reference 6340

Topic Strategy

Industry E-Commerce

Region North America

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Drybar was launched in 2010 with the tagline “No cuts. No color. Just Blowouts!” by hair stylist Alli Webb and her brother Michael Landau. Blow-drying had long been provided in most hair salons, but was considered an add-on or infrequent stand-alone service that did not incur a significant and consistent revenue stream.

Published 26 Aug 2016

Reference 6237

Topic Strategy

Industry Consumer Services

Region North America

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Drybar (B) is presented in an innovative cartoon storybook format to help enhance participants' understanding of Drybar's offering through an entertaining experience that is both informative and emotionally engaging. Supplementary Video and Lecture Slides can be obtained at https://www.blueoceanstrategy.com/teach

Published 26 Aug 2016

Reference 6237

Topic Strategy

Industry Consumer Services

Region North America

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This is the first part of two-case series of Zappos's blue ocean strategic move as an innovative online shoe retailer. Part A focuses on how Zappos reconstructed the existing boundaries of the online footwear retail industry. It describes Zappos's distinctive value proposition that is neither an offline nor online shoe store in the conventional sense.

Published 25 Feb 2013

Reference 5932

Topic Strategy

Industry Information Technology and Services

Region North America

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The second part of Zappos case focuses on Zappos's people proposition, which led to high performance and raised barriers to imitation.

Published 25 Feb 2013

Reference 5932

Topic Strategy

Industry Information Technology and Services

Region North America

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This case introduces the application of blue ocean strategy in the context of managing a business portfolio at the corporate level. Apple created future profits and growth not by exploiting existing demand, but by reconstructing industry boundaries to create new market space and unlock latent demand.

Published 31 Jul 2012

Reference 5860

Topic Strategy

Industry Consumer Services Electrical/Electronic Manufacturing Online Media

Region North America

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