Dr. Robert Bong, the Managing Partner of Blue Ocean Strategy India Office, delivered a lecture on Blue Ocean Strategy to the students of TAPMI, Manipal via a video-conference from the TAPMI Centre for Executive Education (TAPMI-CEE), Bangalore. It was a two-way interactive session wherein knowledge was disseminated and doubts were clarified, made possible by the use of TAPMI’s video-conferencing facilities in its campuses.
Dr. Robert Bong has more than thirty three years of experience in corporate leadership, government affairs and operational management in the technology sector, and has worked and lived in the USA, UK, India Subcontinent, Greater China region, and most of the Asia Pacific countries. Prior to relocating to China, Robert spent extensive amount of time in India, witnessing the structural transformation of the global software development and IT services industry, the subsequent emergence of the global business process and IT outsourcing industry from India. Robert is now heavily engaged in the social transformation and globalization of the Chinese economy in China.
He is a former Chief Executive Officer, Managing Director and Independent Board of Director of a number of public listed companies on New York, Toronto, Thailand and Singapore stock exchanges. Robert spends his leisure time coaching the young entrepreneurial start-up businesses in China and India. In addition, he works with the INSEAD Business School, Stanford Graduate School of Business, Harvard Business School, Tsing Hua University and Singapore Management University, Institute of Innovation and Entrepreneurship as coach and business mentor.
The students at the TAPMI Manipal campus listened keenly as Dr.Bong made an hour-long presentation titled “A brief introductory session of Blue Ocean Strategy”. He explained how the Tata Nano project is testimony to the effectiveness of the Blue Ocean strategy when applied, and how the Nano has carved out a new market segment for itself by lowering costs and increasing the value on offer to the consumers. This kind of a strategy is a radical departure from the traditional B-School indoctrination on its products. Dr.Bong listed all the major management frameworks in the past (like the SWOT analysis, Peter Drucker’s Management by Objectives and Porter’s five forces), which have all followed an almost military strategy of defeating the competition. This school of thought aligns itself with the Red Ocean strategy, where the term strategy is in itself synonymous with competition. But Red Ocean Strategies often end in zero-sum games with major competitors getting the major market-share, while smaller players are left to fight it out for the remaining share.
Dr.Bong went on to clarify the doubts that the students raised. Interestingly, while responding to a pertinent query, he said that Red Ocean Strategy is in no way inferior to the Blue Ocean Strategy. It’s just that managers around the world have not so far thought in terms of Blue Ocean Strategies, by and large, when they could have. Red Ocean Strategies and Blue Ocean Strategies both have their place in the future of management.
– Media and Public Relations Group