Sustainable Blue Ocean Strategies Developed in MBA Workshop

The course “Strategic Thinking for General Managers” exemplifies what BSL stands for in business education: preparing managers today for building sustainable businesses contributing to a sounder world. I would like to share with you one aspect of the course which particularly illustrates the BSL approach.

Students in the MBA program at BSL developed Blue Ocean strategies for sustainable solutions in the areas of health, transportation and nutrition. In a workshop atmosphere the students developed original product ideas in these future-oriented business areas which would help shape a greener, healthier – and more enjoyable! – world. In this way the students gained first-hand experience in realizing the three pillars of business education at BSL: Sustainability, Entrepreneurship and Responsibility.

As part of the course “Strategic Thinking for General Managers”, students learned techniques to develop innovative ideas for products and services, differentiate them radically from the existing offers in the market, and evaluate their prospects for success. The key success factors for moving into an “empty space” guided them through these three steps in formulating a Blue Ocean strategy, in which companies, their stakeholders and societies gain quantum jumps in benefits by creating new industries.

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BSL’s Blue Ocean meeting room, named after the business strategy

Highlights of the ideas, and the unique benefits for all, are as follows

  • Check Your Health@Home Prevention Kit: A complete solution in which simple medical devices are used at home to check the basic health indicators, track their development over time, and report the results on-line to the personal doctor. Users become more aware of their health, and doctors can intervene in a preventive way, to together lower the incidence of medical problems, lowering the medical costs in society.
  • The “Fado” Minibus: A transport service dedicated to bringing passengers to and from airports in Portugal – as a first step – and their homes. The reliability as well as comfort and safety on board, including musical entertainment, would attract users away from using their cars, reducing congestion and emissions on Portuguese highways.
  • The Nutri-Patch: A body patch to introduce the nutrients and vitamins for healthy living directly into the blood system. Ambitious sports persons want precisely measured quantities of specific ingredients, and many people on the go would like to eat healthily but don’t always have the required time or access to their desired foods. The Nutri-Patch gives them the benefits of the latest scientific understanding of nutrition, customized to their own needs and preferences, combined with mobility, flexibility, and more free time – perhaps our most precious resource!

More about these ideas cannot be revealed here, because – who knows? – the budding entrepreneurs may want to work up these ideas into businesses without rivals in the know – which is exactly what Blue Ocean strategies are about.

Benjamin Wall, Professor at BSL

benjamin wall

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