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勒妮·莫博涅

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勒妮·莫博涅(Renee Mauborgne)
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勒妮·莫博涅(Renee Mauborgne)
勒妮·莫博涅(Renee Mauborgne)——國際暢銷書《藍海戰略》的作者之一,藍海戰略思想提出者之一。

勒妮·莫博涅簡介

  勒妮·莫博涅是歐洲管理學院INSEAD傑出研究員,INSEAD的法國楓丹白露校區策略和管理教授,以及世界經濟論壇研究員。

  金教授和莫博涅教授都是價值創新網路(Value Innovation Network,VIN)的締造者,這個網路是由價值創新系列感念的實踐者組成的全球社團。他們也是設在新加坡的價值創新行動庫(Value Innovation Action Tank,VIAT)的董事會成員。

  Renée Mauborgne is Co-Founder and Co-Director of the INSEAD Blue Ocean Strategy Institute and The INSEAD Distinguished Fellow and a professor of strategy at INSEAD

, France (the world's second largest business school). She was born in the United States.

  Mauborgne is a Fellow of the World Economic Forum. Her Harvard Business Review articles, co-authored with W. Chan Kim, are worldwide bestsellers and have sold over half a million reprints. Their Value Innovation and Fair Process articles were selected as among the best classic articles ever published in Harvard Business Review. They have co-authored articles in The Wall Street Journal, The Wall Street Journal Europe, The New York Times

and The Financial Times amongst others.

  Mauborgne has published numerous articles on strategy and managing the multinational which can be found in: Academy of Management Journal, Management Science, Organization Science, Strategic Management Journal, Administrative Science Quarterly, Journal of International Business Studies, Harvard Business Review, Sloan Management Review and others. She is the co-author of Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Harvard Business School

Press, 2005). Blue Ocean Strategy has become an "International Bestseller," after reaching the "Wall Street Journal Bestseller," "BusinessWeek Bestseller," and "National (American) Bestseller" status. It sold over one million copies in the first year and is being published in 41 languages, breaking HBSP's historical record of most foreign language translations ever achieved. Blue Ocean Strategy won the Best Business Book of 2005 Prize at the Frankfurt Book Fair. It was also selected as the number one Strategy Book of 2005 by Strategy + Business, Booz Allen

& Hamilton's leading business magazine, and as a Top Ten Business Book of 2005 by Amazon.com.

  Mauborgne is a winner of the Eldridge Haynes Prize, awarded by the Academy of International Business and the Eldridge Haynes Memorial Trust of Business International, for the best original paper in the field of international business. Thinkers 50, the global ranking of management gurus, places Mauborgne among the top ten most influential thinkers in 2007. She was also selected as the highest placed woman on Thinkers 50, and was named along with her colleague W. Chan Kim

as "the number one gurus of the future" by L'Expansion. The Sunday Times (London) called them "two of Europe's brightest business thinkers. Kim and Mauborgne provide a sizeable challenge to the way managers think about and practice strategy." The Observer called Kim and Mauborgne, "the next big gurus to hit the business world." She won the 2007 Asia Brand Leadership Award.

  Mauborgne co-founded the Blue Ocean Strategy Network (BOSN), a global community of practice on the Blue Ocean Strategy family of concepts that they created. BOSN embraces academics, consultants, executives, and government officers

勒妮·莫博涅的學術研究和貢獻

  勒妮·莫博涅曾對商業策略和管理多國企業發表過許多文章,散見於《管理學院期刊》、《管理科學》、《組織科學》、《策略管理期刊》、《行政管理學季刊》、《國際商業研究期刊》、《哈佛商業評論》、《史隆管理評論》和其他刊物。她在《哈佛商業評論》發表的文章曾集結成書,暢銷全球,銷售逾五十萬冊。莫伯格尼教授也供稿給《金融時報》、《華爾街日報》、《歐洲華爾街日報》、《紐約時報》和其他報刊。她的研究曾獲許多報刊特別報導,包括《經濟學人》(Economist)、《策略與企業》(Strategy + Business)、《倫敦泰晤士報》、德國《經濟周刊》(Wirtschaftswoche)、《工商協進會》、法國《擴展商業周刊》 (L'Expansion)、丹麥《Borsen》報、瑞典《Svenska Dagbladet》報、《澳洲金融評論》、香港《南華早報》、《南非周日時報》、《新加坡海峽時報》、德國《Handelsblatt》報等等。

  莫伯格尼教授曾獲國際商學院和艾德瑞吉‧海恩斯國際商業紀念信托組織對國際企業界最佳原創報告頒發的艾德瑞吉·海恩斯獎

藍海戰略理論的提出

  W.錢.金(W. Chan Kim)與勒妮·莫博涅(Renee Mauborgne)則認為市場環境已然發生巨大改變,特別是伴隨著競爭嚴重同質化,市場日益擁擠,以及利基市場不斷消失,以三大基本戰略為主體的紅海戰略(Red Ocean Strategy)雖則依然十分重要,但是已經不足以幫助企業取得良好業績,維持上乘表現。我們必須超越競爭,開創藍海,在紅海和藍海之間創造一種新的平衡。

  紅海戰略關註的是在現存市場空間內如何戰勝競爭對手,它是市場競爭策略。而藍海戰略(Blue Ocean Strategy)關註的則是如何通過價值創新(Value Innovation),脫離已有的市場邊界,創造或發現新需求,從而超越競爭(書中用的是“甩脫”二字,不知原文為何?),避免在差異化與低成本之間取捨。它是市場創造策略。

  當然,實施藍海戰略遠非只是改變觀念這麼簡單。事實上,W.錢.金(W. Chan Kim)與勒妮·莫博涅(Renee Mauborgne)也承認藍海雖然是一個新名詞,但並非什麼新事物。現實中已有許多成功的藍海戰略實踐者,只是並未形成系統的操作工具與分析框架,帶有許多不確定性與風險,從而不為大多數企業所採用。而與此同時,對於紅海戰略,卻有著許多成熟的理論與實踐可供指導企業採取行動。

  為此,他們在暢銷書《藍海戰略》(Blue Ocean Strategy: how to create uncontested market space and make the competition irrelevant)中尤為關註操作層面,提出了戰略制定4原則,亦即重建市場邊界、註重全局而非數字、超越現有需求、遵循合理的戰略順序,以及戰略執行2原則,亦即剋服關鍵組織障礙、將戰略執行建成戰略的一部分,共同致力於價值創新。

  W.錢.金(W. Chan Kim)與勒妮·莫博涅(Renee Mauborgne)在分析了大量開創藍海的實踐之後,發現了重建市場邊界的六條路徑框架:跨越他擇(註意:非替代)產業、跨越戰略集團、跨越買方鏈、跨越互補性產品和服務項目、跨越針對賣方的功能與情感導向、跨越時間,從產業、戰略集團、買方群體、產品或服務範圍、功能-情感導向以及時間六個角度對傳統思維予以顛覆與創新。現有的大多數企業卻深陷與之相反的六大傳統假設之中:(1)人云亦云地為產業定界,並致力於成為其中最佳;(2)局限於所謂的戰略集團框架;(3)只關註單一的買方群體,或者是購買者,或者是使用者,或者是決策影響者;(4) 以與對手相同的方式為產業中的產品或服務定義;(5)接受產業內現有的產品功能或情感導向;(6)只關註現階段的競爭威脅。

  隨著企業間對抗加劇,總供給超過需求,血腥的競爭開始了,藍海即將變紅。當競爭對手的價值曲線趨向與你的重合時,你就應該開始尋求又一次價值創新,來開創一片新的藍海。因此,通過在戰略佈局圖上繪製你的價值曲線,並隔一段時間就重新繪製競爭對手的價值曲線,與你自身的價值曲線比較,你就能直觀地看到模仿的進展程度,價值曲線相近的程度,以及你的藍海已經變得有多紅了。

  藍海和紅海一向是共存的,現實情況要求企業在紅海和藍海中都要取得成功,兩種戰略都要掌握。對於如何在紅海中競爭,企業已經十分熟悉,他們需要學習的則是如何甩脫競爭。所謂甩脫競爭,絕非逃避或繞開競爭,而是要超越爭奪市場份額的境界去開創藍海,重建市場及重塑游戲規則。藍海戰略的理論與工具的開發,就是要使藍海戰略的制定和執行變得像在已知市場空間的紅海中競爭一樣的系統化,且易於實踐。