Executive Education > IBOSRC





T. A. Pai Management Institute Manipal (TAPMI) has set up India Blue Ocean Strategy Research Centre TAPMI in collaboration with UCSI Blue Ocean Strategy Regional Centre Malaysia for conducting education, training, research and extension activities in Blue Ocean Strategies in India. The centre has borne out of discussions between TAPMI and CRICT which owns the right to use Blue Ocean Strategy in Asian region from the proponents of Blue Ocean Strategy Prof. Kim Chan and Prof. Renee Mauborgne. Blue Ocean Strategy is a new way of thinking to migrate to uncontested market spaces through a structured methodology of value innovation that combines cost and differentiation. In order to identify Blue Oceans which makes competition irrelevant, there is a need for radical changes in the thinking processes. In a country like India, where in huge opportunities exist in almost every sphere of economic activity, practice of Blue Ocean Strategy can lead to substantive gains to the corporate. However, in order to fructify the same there is a need to educate the managers and potential future managers in the new way of thinking by showcasing the relevant examples of success in the Indian context. TAPMI has started a focused research centre IBOSRC to address this need in tune with its stated mission of creating global wealth creators.

The centre was launched on September 18, 2010 at Bangalore by Blue Ocean film maker Shri. Shekhar Kapur.

Dr A V Ramana, Professor and Chairman-Admissions, TAPMI is heading the center.


To develop India Blue Ocean Strategy Research Centre as one of the thought leadership centres in the country through research, education, training and extension activities to support enlightened individuals to develop and master the Blue Ocean Strategy way of thinking in the country, thereby transform them as sustainable wealth creators 


The broad objective of the center would be to promote practice and research of Blue Ocean Strategy in India. In order to achieve this objective, IBOSRCT would focus primarily on the following activities

1.   To influence the thinking of future managers by promoting inclusion of BOS in the curriculum of top business schools in India

2.   Development of BOS cases in the Indian setting in order to enrich the body of knowledge on BOS.

3.   Conduct executing education programs on BOS to the corporate to promote practice of BOS in India.

The activities of the centre can be summarised in the figure below



1.    Faculty Development Programme in BOS for Business School Faculty

2.    Developing BOS cases in the Indian context

3.    Research conferences

4.    Executive Program

a)    Senior Level BOS Orientation Programme

b)    BOS Evangelist Development Programme

c)    BOS Certification Programme

Blue Ocean Strategy Workshop

The first workshop on Blue Ocean Strategy was held at  TAPMI Center for Executive Education, Bangalore on April 27 to 28 2011. The workshop was coordinated by Dr Gururaj Kidiyoor, Professor, Marketing and then Head, IBOSRC. Dr Robert Bong was the resource person for the workshop.

The program had participants from various sectors of the Indian industry namely engineering, healthcare, information technology, consulting and education.

The first day of the workshop dealt with the concepts of BOS. The participants were given detailed outlines. The first day also witnessed in depth discussions on the concepts and the applications in their respective businesses.

The second day of the workshop dealt with the 6 path framework and the strategy canvas formulation process. The participants were exposed to this revolutionary methodology of looking at competition and identifying uncontested spaces in one’s market. The participants were split into different groups and assigned a task to simulate and present their choice of business using the strategy canvas.

The third day of the workshop dealt with the Business Case Simulation and Presentation. Each group presented their concept and the BOS applications. Dr Robert Bong assessed the presentation and suggested suitable changes clarifying the participant’s doubts on implementation.