诺和诺德公司

丹麦胰岛素制造商诺和诺德公司(Novo Nordisk)通过挑战行业传统的目标买方群体观念,开创了一片蓝海。通过跨越买方群体,公司获得了有关如何重新设计其价值曲线的新洞见,并藉此关注此前被忽略的买方需求。

糖尿病患者使用胰岛素来调节血糖浓度。过去,胰岛素行业与大多数医药行业一样,关注的是关键影响者,即“医生”。医生对于糖尿病患者的胰岛素购买决定有着重要的影响力,而这也让医生成为了行业的目标买方群体。因此,医药行业调整了注意力和精力,即按照医生的要求来制造纯度更高的胰岛素,以提高药物质量。

上个世纪80年代初,提纯技术领域的创新因此而获得了巨大的发展。诺和诺德已经制造出了一种胰岛素,它的化学成分和人体胰岛素是完全吻合的。只要胰岛素的纯净度仍是竞争的主要指标,那么在这一领域,各大公司便很难再有进一步的建树,而且也会很快产生竞争力的趋同现象。

然而,诺和诺德意识到,公司可以将关注重心从医生转移到病人身上,从而跳出竞争圈。诺和诺德发现,胰岛素是以小瓶的形式供应给糖尿病患者的,因此在使用的时候非常不便。而诺和诺德藉此开创了蓝海机遇,并于1985年推出了诺和笔(NovoPen)。诺和笔是第一款人性化的胰岛素注射解决方案,它的设计消除了胰岛素使用时的困扰和尴尬。病人可以随身携带诺和笔,而且可以方便地注射胰岛素,摆脱了复杂的注射器和针头。

诺和笔以及随后出现的配量系统横扫了胰岛素市场。为了统领自身所开创的蓝海,诺和诺德随后于1989年引进了NovoLet,它是一种预充型胰岛素注射笔,带有剂量控制系统,为用户提供了更多的便利以及更好的易用性。1999年,公司推出Innovo,它是一个整合电子记忆和显示功能的电子注射器。诺和诺德蓝海战略改变了行业的面貌,并将公司从胰岛素生产商转变为糖尿病治疗公司。
如今,预充型胰岛素注射器或注射笔的销量在欧洲和日本市场占据着主导地位,这些地区的医生建议病人每天经常注射胰岛素。虽然诺和诺德本身在欧洲和日本分别占据了超过60%和80%的市场份额,但公司70%的营业额来自于糖尿病治疗,而这一服务多亏了公司在定位目标群体时选择了病人而不是影响者。

Blue Ocean Strategic Moves

Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector.

Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. Select from the icons below to learn more.

Bloomberg Financial News Case Study
Canon Blue Ocean Strategy Case Study
Cemex Blue Ocean Strategy Case Study
Cirque du Soleil Blue Ocean Strategy Case Study
Curves Blue Ocean Strategy Case Study
Ford Model T Blue Ocean Strategy Case Study
iTunes Blue Ocean Strategy Case Study
JCDeaux Blue Ocean Strategy Case Study
NetJets Blue Ocean Strategy Case Study
Novo Nordisk Blue Ocean Strategy Case Study
New York Police Department Blue Ocean Strategy Case Study
Peirce College Blue Ocean Strategy Case Study
Philips Blue Ocean Strategy Case Study
QBHouse Blue Ocean Strategy Case Study
Quicken Blue Ocean Strategy Case Study
Polo Ralph Lauren Blue Ocean Strategy Case Study
Viagra Blue Ocean Strategy Case Study
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