- 1、本文档共12页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
RESUMEN ABSTRACT - Palermo(RESUMEN抽象巴勒莫)
ISSN 0328-5715
ISSN 2524-955X
ÁREA MARKETING ESTRATÉGICO
Wii: Creating a Blue Ocean
The Nintendo Way
Patricio O’Gorman1
RESUMEN
Durante la última década, Nintendo ha tenido serias dificultades para mantenerse a
flote en el mercado ultra-competitivo de los video-juegos. Su suerte se revirtió solamente
cuando modificaron radicalmente su estrategia (creando un Blue Ocean), cambiando así
las reglas del juego. Con el lanzamiento de la Nintendo Wii a fines del 2006, recuperaron
su posición de liderazgo y se convirtieron en el principal rival a vencer por rivales de la
talla de Sony (Playstation 3) y Microsoft (Xbox360).
ABSTRACT
For several years now, the video game industry has been locked into what can best be
described as a Red Ocean, where the focus is on beating the competition, winning market
share, capturing consumers and outselling the competition. Blue Ocean Strategy2 (BOS),
on the contrary, focuses on creating new demand in places where there is none, thus
making the pie bigger instead of fighting over whom gets the largest slice of the pie.
Since the launch of the Wii (pronounced “we”) video-game system, Nintendo has taken
great steps toward making the competition irrelevant. This short article is meant to analyze
the company’s strategy and understand it from the point of view of BOS.
JEL Classification: L1
Keywords: Video game, strategy, Blue Ocean, competition, innovation.
1. CPA (Universidad Católica Argentina), MBA (Universidad Torcuato di Tella). Profesor del MBA de la
Universidad de Palermo. E-mail: pogorm@
2. Blue Ocean Strategy : How to Create Uncontested Market Space and Make the Competition Irrel-
evant, by W. Chan Kim and Renée Mauborgne, Harvard Busine
您可能关注的文档
- Quality Management System General(质量管理体系总).pdf
- QUALITY MANAGEMENT SYSTEMS — (质量管理体系- - - - - -).pdf
- Quality management — Customer satisfaction (质量管理-客户满意度).pdf
- Quality Manual Template ISO 9001-2000 - (质量手册模板ISO 9001 - 2000).pdf
- Quantitative analysis of occlusal force balance in ...(定量分析咬合的力平衡).pdf
- Quantitative Chemical Analysis - UC Santa Barbara(定量化学分析加州大学圣芭芭拉分校).pdf
- Quantitative easing explained - Bank of England(量化宽松政策英格兰银行解释道).pdf
- Quality Casting Manual(质量铸造手册).pdf
- Quantos - Columbia University(quanto哥伦比亚大学).pdf
- Quantum Dots and Their Applications - (量子点和他们的应用程序).pdf
文档评论(0)