Are there any examples of non-profit organizations that have successfully shifted from a red ocean to a blue ocean?

Yes, there are examples of non-profit organizations that have successfully shifted from a red ocean to a blue ocean. One such example is the Grameen Bank in Bangladesh. It was established in a red ocean environment, where many banks were competing for the same customers. However, it created a blue ocean by providing microloans to the poor, a market segment that was ignored by other banks. This innovative approach not only helped the bank to differentiate itself from others but also created a new market space, turning the red ocean into a blue one.

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Whether the head of a large bureaucratic corporation, a small non-profit, or a government department, organization leaders tend to assume that the conditions of their industry are a given, a set of constraints that form the boundaries of the red ocean in which they must compete. Focused on competing over customers, leaders assume that there is always a trade-off between value and differentiation. But that assumption is wrong. Organizations can break out of red oceans and move into a blue ocean with a Blue Ocean Shift. Breaking out of the red ocean starts by swapping market-competing moves in favor of market-creating moves. There are three overall components to a successful Blue Ocean Shift.

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Blue Ocean Shift

Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Ocean Strategy, a bestselling strategy book based on...

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