Synthesizing a Blue Ocean

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Vester, Daniel 2012-10-11T09:31:48Z 2012-10-11T09:31:48Z 2012
dc.description.abstract The purpose of this Master thesis was to determine how electronic musical instrument companies could utilize innovation strategies to add value to their products and create new business markets beyond their core. The theoretical framework was established by outlining competitive strategies suitable for adoption by electronic musical instrument companies. The Blue Ocean Strategy was compared to traditional competitive strategies such as Porter’s Five Forces, and subsequently chosen because of its relevance towards the electronic musical instrument industry. The Blue Ocean Strategy was also selected due to its focus on creating new uncontested markets, capturing new demand, and gaining competitive advantage by simultaneously pursuing differentiation and low cost. A selection of Blue Ocean Strategy tools and frameworks (Strategy Canvas, Four Actions Framework, Buyer Utility Map, 3 Tiers of Noncustomers) were chosen by considering Arturia’s existing product development process. Their ability to be integrated into Arturia’s new product development process and their engaging nature, which allowed them to be used by a team with a broad set of skills, were also considered as key factors. The theoretical framework was applied to the product development process of a new analogue synthesizer, the Arturia MiniBrute. By analysing quantitative sales figures in the electronic musical instrument industry, Arturia’s closest competitors in both the portable and affordable hardware synthesizer market and the portable and affordable analogue synthesizer market were identified. The Blue Ocean Strategy tools and frameworks were thereafter applied to Arturia’s closest competitors. The outcome proved that competitors were competing on many of the same factors, and predominantly offering utility through the use of the instruments. Analysis of the closest competitors provided a substantial basis for Arturia to build their strategy on. Having identified the market positioning and product strategy of the MiniBrute’s closest competitors and the potential noncustomers of both above-mentioned markets, the creation of the MiniBrute’s strategy curve was initiated. This involved scrutinizing and developing the factors that the EMI industry competed on, and analysing them in relation to the closest competitors. The result was a strategy with a strong focus and clear differentiation compared to the closest competitors, which was used to shape the development of the MiniBrute. Findings reveal that the Blue Ocean Strategy tools and frameworks can help electronic musical instrument companies add value to their products and create new business markets. Given the results, companies should determine the value that certain factors can bring to a product, not only while using it, but during the whole user experience cycle. It is recommended that companies focus more on the emotional appeal of a product, rather than technical qualities, and that companies challenge traditional mindsets by eliminating factors that have been taken for granted in the industry. en
dc.format.extent 92
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.subject.other Design en
dc.title Synthesizing a Blue Ocean en
dc.type G2 Pro gradu, diplomityö fi Taiteiden ja suunnittelun korkeakoulu fi School of Arts, Design and Architecture en
dc.contributor.department Department of Design en
dc.contributor.department Muotoilun laitos fi
dc.subject.keyword Value Innovation en
dc.subject.keyword Technology en
dc.subject.keyword Blue Ocean Strategy en
dc.subject.keyword New Product Development en
dc.subject.keyword Electronic Musical Instruments en
dc.subject.keyword Synthesizers en
dc.identifier.urn URN:NBN:fi:aalto-201210023216
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.contributor.supervisor Peter McGrory, Prof.
dc.programme Degree Programme in Industrial and Strategic Design en
dc.programme Teollisen muotoilun koulutusohjelma fi

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