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September 20, 2010: T. A. Pai Management Institute [TAPMI], one of the leading B-schools in
India launched the India Blue Ocean Strategy Research Centre (IBOSRC) in collaboration with
Blue Ocean Strategy Regional Centre, Malaysia in Manipal. The centre is first of its kind in India
to train Indian corporates, students, and faculty to strategize and develop competition free market
system.
Blue Ocean Strategy is an internationally proven system that makes competition irrelevant by
creating new market spaces through simultaneous achievement of differentiation and low cost.
Blue ocean strategy (BOS) is about moving away from the traditional approach with existing
competition. It creates competition free markets.
As a part of the launch of IBOSRC, a one-day symposium was held on Blue Ocean Strategy
chaired by Dr. K R S Murthy former Director, IIM Bangalore and addressed by key dignitaries Mr.
Shekhar Kapur, noted film personality and Chief Guest, Mr. Dileep Ranjekar, CEO, Azim Premji
Foundation, Mr. Anand Sudarshan, CEO, Manipal Education, Dr. Yoo Sook Saw, MD, LGSoft
India and Dr. Robert Bong, CRICT Research USA.
Speaking at the launch Dr. Saji Gopinath, Director of TAPMI, said, “We are pleased to launch the
first of its kind IBOSRC in India. We believe it will help the Indian Industry, student community
and the faculty immensely as we are living in an era where market dynamics are changing rapidly
and continuously. TAPMI has always been an innovative Institution and the Blue Ocean Strategy
Research Center is one more of such innovation.”
IBOSRC will conduct in-depth empirical and case study research to build a strong body of
knowledge in the emerging area of BOS in India. The Centre will also be involved in training,
faculty development and education activities specific to the Blue Ocean Strategy. By adopting
BOS philosophy in its PGP curriculum, TAPMI is redefining and orienting the future generation of
managers graduating from its Institute to the new way of thinking which breaks traditional beliefs
of compromises and tradeoffs.
Mr. Peter Tan of the Blue Ocean Strategy Institute, Malaysia said, “Blue Ocean Strategy is all
about generating high growth and profits for an organization by creating new demand in an
uncontested market space. It has now become a well accepted and popular business strategy
globally. India is one of the emerging markets with high potential. We are happy to set up the
research center in Bangalore along with TAPMI, one of the premier management Institutes in the
country.”
Mr. Tan said, Indian industry needs to enter a market through innovative products and services
as well as redefine the traditional beliefs and boundaries, which is the essence of Blue Ocean
Strategy. At this juncture Indian industries are facing severe competition from companies
both local and global and it is necessary for them to identify large markets where competition
is irrelevant. In today’s over crowded market, competing head-on results in nothing but a
bloody “red ocean” with rivals fighting over a shrinking profit pool.
Blue Ocean Strategy proposes six principles a firm can use to formulate and execute its strategy
and avoid the “red ocean”.
on the big picture to reach beyond existing demand, to get the strategic sequence right and
overcome organizational hurdles to build execution into strategy through education, research
and consultancy. The corner-stone of blue ocean strategy is 'Value Innovation'. A blue ocean is
created when a company achieves value innovation that creates value simultaneously for both
the buyer and the company.
About TAPMI: T.A.PAI MANAGEMENT INSTITUTE (TAPMI) is a leading management institute in India
situated in the University town of Manipal, Karnataka and reputed for its academic rigor and faculty-student
interaction. TAPMI has produced about 2,500 top class managers since its inception in 1984. It boasts of
a spectacular 42-acre picturesque campus, excellent infrastructure, 100% student placements and Faculty
who are experts in their fields.
Since its foundation, TAPMI has received recognition and respect amongst well-known industrial houses
and academic institutions in India for the quality of its management education, training, research, consulting,
etc. TAPMI is today amongst the 1% best B-Schools in India and the only such institute situated in a Tier III
city. TAPMI is committed to excellence in management education, research and practice by nurturing and
developing global wealth creators and leaders. TAPMIs mission is to continually benchmark itself against the
best-in-class institutions by fostering continuous learning and reflection, achievement-orientation, creative
interdependence, and respect for diversity with a holistic concern for ethics, environment and the society.
These principles help to reconstruct market boundaries, focus
About Blue Ocean Strategy: Blue Ocean Strategy is a systematic approach that changes the frames of
reference from competitive strategy to making competition irrelevant. Propounded by W.Chan Kim and
Renee Mauborgne of INSEAD, Fontainebleau, France, in 2005 through their book “Blue Ocean Strategy”,
the approach explains principles of formulating and executing a blue ocean strategy, namely reconstructing
market boundaries, reaching beyond current demand/consumers, right strategic sequence, overcoming
organizational hurdles and building execution into strategy. |
