Integrating 'doing' and 'thinking' in creating Blue Ocean Strategy: Casella Wines and its success on the American market

Yvonne Dufour*, Peter Steane

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

The aim of this paper is to look into the role of knowledge management in creating new competitive space. Blue Ocean Strategy (BOS) provides CEOs with a proactive step-by-step thinking method leading toward creating new market space. The first section of this paper provides a framework to position Blue Ocean Strategy in the practice of strategy-making. The second section describes briefly our research methodology and the third section covers the ascension of Casella Wines to one of Australia's top twenty wine exporters. In the final section it is argued that much more attention needs to be paid to bottom-up KM processes of transforming companies to seize new profit and growth opportunities. Without that, BOS is doomed to be soon labelled yet another disappointing strategic management fad.

Original languageEnglish
Title of host publicationIntegrating 'doing' and 'thinking'
Subtitle of host publicationknowledge management and reflective practice
EditorsFrada Burstein, Henry Linger
Place of PublicationMelbourne
PublisherAustralian Scholarly Publishing
Pages82-96
Number of pages15
ISBN (Print)9781740971935
Publication statusPublished - 2008
Event9th Australian Conference for Knowledge Management and Intelligent Decision Support - Integrating 'Doing' and 'Thinking': Knowledge Management and Reflective Practice, ACKMIDS 2006 - Melbourne, VIC, Australia
Duration: 11 Dec 200612 Dec 2006

Other

Other9th Australian Conference for Knowledge Management and Intelligent Decision Support - Integrating 'Doing' and 'Thinking': Knowledge Management and Reflective Practice, ACKMIDS 2006
CountryAustralia
CityMelbourne, VIC
Period11/12/0612/12/06

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