TAPMI established the India Blue Ocean Strategy Research Centre(IBOSRC) in association with BOS, Malaysia. The centre was launched on 18th September 2010 by organising a one day seminar on the theme "Blue Ocean Strategy: Making Competition Irrelevant" at the Capitol Hotel, Bangalore. TAPMI is the first institution in India to have a Blue Ocean Research centre.
The Centre was inaugurated by Mr. Shekar Kapur, the noted film maker who delivered the inaugural speech. Dr. K.R.S. Murthy, former Director, IIM-Bangalore delivered the presedential address. The Key note address was delivered by Mr. Anand Sudershan, CEO of Manipal Foundation, Mr. Peter tan, BOSRC, Malaysia, Mr. Sivakumar, CEO, ITC-Agro, Dr. Robert Bong, CRICT, Malaysia, and Mr. Dileep Ranjekar, CEO-Azim Premji Foundation, were some of the eminent participants in the seminar.
Blue Ocean Strategy (BOS)
Blue Ocean Strategy is a systematic approach that changes the frames of reference from competitive strategy to making competition irrelevant. Propounded by W.Chan Kim and Renee Mauborgne of INSEAD, Fontainebleau, France, in 2005 through their book "Blue Ocean Strategy", the approach explains principles of formulating and executing a blue ocean strategy, namely reconstructing market boundaries, reaching beyond current demand/consumers, right strategic sequence, overcoming organisational hurdles and building execution into strategy.
TAPMI AND IBOSRC
BOS as a concept is oriented towards application. However there is a need to advance the theoretical foundations of the same to increase its adaptability to different market segments. Conventionally the strategy courses focus on traditional philosophies of cost leadership or differentiation. However BOS focuses on value innovation which breaks these tradeoffs and intends to achieve cost and differentiation simultaneously. IBOSRC is expected to address this need by conducting in-depth empirical and case study research to build a strong body of knowledge in this emerging area of BOS. The Centre will also be involved in training, faculty development and education activities pertaining to BOS. By adopting BOS philosophy, TAPMI is redefining the curriculum to orient the future managers it produces to the new way of thinking which breaks traditional beliefs of compromises and tradeoffs.