Resource title

In search of blue oceans: The Starwood experience

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Are companies using Blue Ocean Strategy to search for ‘uncontested market space’ and, if so, how? One group which has been exploring blue ocean thinking for the past three years is Starwood Hotels and Resorts.



However, as INSEAD Knowledge has been finding out, the company has so far been taking a step-by-step approach to implementing the concept, rather than try to realise any sort of ‘grand vision’. As Starwood Vice President Robyn Pratt puts it, it’s more a question of finding ‘blue puddles, lakes or rivers’ at this stage rather than ‘blue oceans’ as such.

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en

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text/html

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http://knowledge.insead.edu/contents/Starwood.cfm

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Copyright INSEAD. All rights reserved