MBA Open Lecture: Blue Ocean Strategy or how Nintendo Changed the Face of the Gaming Industry

How did Netflix knock HBO and Blockbuster out of the entertainment industry? How did Nintendo change the face of the gaming industry? How do casinos cajole you to bet more and more? These were the questions that the MBA Open Lecture held on April 4th proposed to its audience. The answer was: Blue Ocean Strategy.

Subarna Gupta, author of the book Sheroes Next Door, advised AAU’s students, faculty, and staff along with marketing managers and business owners about effective marketing strategies by giving real life examples. One of the in-depth case studies was Nintendo. This well-known company made competition in the gaming world irrelevant because it created a new market space, that of interactive games for families rather than traditional violent games for children. Thus, instead of fighting against other gaming companies in the bloodbath of a red ocean, Nintendo thrives in a peaceful blue ocean.  

Gupta has more than 20 years of experience working with international brands and knows that doing business is not just about selling a product, but about experience. A successful business appeals to human emotions by offering them something unique that stands out. As it’s best phrased in the book Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne: “The best way to beat the competition to stop trying to beat the competition.”


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