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Selected Case

published: 25 Feb 2013

  • Topic: Strategy
  • Industry: Online Service Providers, Clothing Accessories: Men's and Boys', Apparel Accessories, Shoe Stores
  • Region: North America

Abstract:
The cases examine how the strategy of Zappos as an innovative online shoe retailer has been conceived and executed. Two cases, (A) and (B), and a teaching note are provided. Each paper case is accompanied by a video case to be shown in the classroom. Video cases and lecture presentation slides are available to instructors at www.blueoceanstrategy.com.

Pedagogical Objectives:
Participants will learn how to create a blue ocean in Case A, and how to execute blue ocean strategy in Case B.

Keywords:
Blue Ocean Strategy, Online Retailing, Zappos, Fair Process, Strategy Execution, Corporate Culture, Market Reconstruction, Footwear Industry

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