The Blue Ocean that disappeared - the case of Nintendo Wii

摘要

This case underlines that the Blue Ocean strategy cannot be a static process (Kim and Mauborgne, 2005b). The case shows the necessity for Nintendo to create a dynamic strategy in order to stay in the Blue Ocean and not to allow turning it into a Red Ocean again. However, it seems that Nintendo has not been able to generate enough competitiveness safe-guarding tools, at least not until now. Its two competitors have managed to imitate Nintendo's excellent idea about motion controls and come up with even better solutions: 1. Sony launched the "Move" in September 2010. 2. Microsoft launched the "Kinect" in November 2010.