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(web)Lecture 4 “INNOVATION”

ByClyde A. Moerlie

a.moerlie@hva.nl

LECTURE 4 INNOVATION, BLUE OCEAN STRATEGY & SOCIAL IMAGINARY

Check out this lecture on You Tube: http://www.youtube.com/watch?v=p_5e-FL6nyk

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“ LOOKING BEYOND THE SOCIAL IMAGINARY & CREATING AUTHENTICITY”

THE ACT OF INNOVATION IS TO SEARCH RESOURCES WITH A NEW CAPACITY TO CREATE WEALTH.

BLUE OCEAN STRATEGIES, VALUE INNOVATION ARE BEST INVESTIGATED AND CREATED OUTSIDE OF THE CURRENT

BUSINESS UNITS OF A COMPANY.

FOUR ACTION FRAMEWORK

COMPANIES IN A RED OCEAN ARE NOT THINKING ABOUT CREATING A NEW CATEGORY, THEY FOCUS ON THE SAME BUYER GROUP

THERE ARE ACTUALLY 6 WAYS COMPANIES CAN THINK DIFFERENTLY … AND RECONSTRUCT THE MARKET BOUNDARIES…..

7TH PATH: LOOKING ACROSS PEOPLE’S SOCIAL IMAGINARIES (TAYLOR, 2007)

FOURTH DIMENSION OF SOCIAL IMAGINARY: THE SPACE OF FASHION (TAYLOR , 2007)

THE SPACE OF FASHION SHAPES THE CONSUMER CULTURE BECAUSE IT DETERMINES THE WAY WE CONNECT IN OUR WORLD TO PRODUCE OUR INDIVIDUAL EXPRESSION AND STYLE.

MODERN CONSUMER SOCIETY IS A RED OCEAN: CONSTRUCTION OF SPACES OF FANTASY.

CREATE A BLUE OCEAN: SEARCH FOR GENUINE AUTHENTICITY. DECONSTRUCT THE TAGLINE, THE LOGO, THE ADMIRED STARS, HEROES AND SLOGANS, AND NOW LOOK BEYOND THE SOCIAL IMAGINARY AND CREATE AUTHENTICITY.

END OF LECTURE.

Thank you….

REFERENCES:

- BLUE OCEAN STRATEGY, CHAN KIM & MAUBORGNE (2005)

- CULTURES OF DEMOCRACY AND CITIZEN EFFICACY, TAYLOR, (2007)