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Wii: Creating a Blue Ocean. The Nintendo Way

ÁREA MARKETING ESTRATÉGICO

Wii: Creating a Blue Ocean The Nintendo Way
Patricio O’Gorman1

RESUMEN

Durante la última década, Nintendo ha tenido serias dificultades para mantenerse a flote en el mercado ultra-competitivo de los video-juegos. Su suerte se revirtió solamente cuando modificaron radicalmente su estrategia (creando un Blue Ocean), cambiando así las reglas del juego. Con el lanzamiento de la Nintendo Wii a fines del 2006, recuperaron su posición de liderazgo y se convirtieron en el principal rival a vencer por rivales de la talla de Sony (Playstation 3) y Microsoft (Xbox360).
ABSTRACT

For several years now, the video game industry has been locked into what can best be described as a Red Ocean, where the focus is on beating the competition, winning market share, capturing consumers and outselling the competition. Blue Ocean Strategy2 (BOS), on the contrary, focuses on creating new demand in places where there is none, thus making the pie bigger instead of fighting over whom gets the largest slice of the pie. Since the launch of the Wii (pronounced “we”) video-game system, Nintendo has taken great steps toward making the competition irrelevant. This short article is meant to analyze the company’s strategy and understand it from the point of view of BOS. JEL Classification: L1 Keywords: Video game, strategy, Blue Ocean, competition, innovation.

1. CPA (Universidad Católica Argentina), MBA (Universidad Torcuato di Tella). Profesor del MBA de la Universidad de Palermo. E-mail: pogorm@palermo.edu 2. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, by W. Chan Kim and Renée Mauborgne, Harvard Business School Press, 2005.
Palermo Business Review | Nº 2 | 2008 |————————————————————————————————| 97

Patricio O’Gorman

I. Introduction

For several...

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