Zappos.com (A): Bring the Shoe Store to Your Home

Name: Zappos.com (A): Bring the Shoe Store to Your Home (English version)
SKU: IN-S259

Kim, W. Chan; Mauborgne, Renee A.; Koo, Oh Young

Product #:IN-S259

Supplier:INSEAD

Discipline:General Management

Setting:United States

Details:Case (PDF) • 10 pages • 2013-02-25 (Rev: 2014-06-05)

Subjects:

Innovation IT management Competitive strategy Value creation

Geography:

United States North America

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$9.71

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This is the first part of two-case series of Zappos's blue ocean strategic move as an innovative online shoe retailer. Part A focuses on how Zappos reconstructed the existing boundaries of the online footwear retail industry. It describes Zappos's distinctive value proposition that is neither an offline nor online shoe store in the conventional sense. The case also introduces how Zappos broke the value-cost trade-off of the conventional online shoe store. The case comes with a theory-based video case, which can be obtained from https://www.blueoceanstrategy.com/teaching-materials/zappos

Learning Objectives

Participants will learn how to create a blue ocean in Case A, and how to execute blue ocean strategy in Case B.