1. Consider the “three laws” of Blue Ocean and analyze whether Katrina Lake followed these: – Challenge the industry’s conventional strategic logic by breaking established rules of competitive engagement; – Seek out ‘noncustomers’ and de-segment the market to create large untapped markets, aka ‘blue oceans’; and, – Break the value-cost trade-off by pursuing differentiation AND low cost simultaneously.
2. How can Lake minimize the threat from Amazon or any other imitator?
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