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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

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

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

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