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Case AnalysisEach student must submit a written case analysis for each assigned case  to be discussed during the semester. Details and assigned cases will be discussed during class.
The facts, evidence, and recommendations in your case analysis should be based only on the information provided in the case, rather than your knowledge of the company and its activities “in real life”. That is, for the purpose of this analysis, I am not interested in what a company actually did, how successful a particular decision turned out to be for a company, etc., as my intent here is to see how you evaluate and work through a particular challenge given the knowledge you develop in the course.

The case analysis should be no more than 3 pages, single or double-spaced. Your case analysis is due on Canvas by 4pm on the day the case is scheduled to be discussed in class. Note that case analyses submitted after this time will not be accepted.
For this week’s case, please focus only on answering the following questions in your written reply.  
A.  Begin with a brief SWOT analysis of the focal company (based on information provided in the case)
B.  Identify the key problem/challenge faced by the company in the case.
C.  Consider some of the key factors for Wikipedia’s Value, Profit and People Propositions
1.  Identify 2-3 key factors that describe the value of the online encyclopedia offering to buyers: i.e. what motivates buyers to use either Wikipedia or Britannica.com?
2.  For each factor identified, using the four actions framework, comment on whether Wikipedia has eliminated, reduced, raised and created vis-à-vis Britannica.com to pursue both differentiation and low cost.
D.  Consider some of the key factors for Wikipedia’s Value, Profit and People Propositions
1.  Identify 2-3 key factors that describe the business model and profit potential of the online encyclopedia offering: what are the respective sources of revenues and costs for Wikipedia and Britannica.com?
2.  For each factor identified, using the four actions framework, comment on whether Wikipedia has eliminated, reduced, raised and created vis-à-vis Britannica.com to build a sustainable business model that is both differentiated and low cost
E.  Consider some of the key factors for Wikipedia’s Value, Profit and People Propositions
1.  Identify 2-3 key factors that describe what motivates the staff, corporate partners and volunteers of Wikipedia and Britannica.com to support their respective strategies and achieve their missions.
2.  For each factor identified, using the four actions framework, comment on whether Wikipedia has eliminated, reduced, raised and created vis-à-vis Britannica.com to keep its people highly motivated at low cost
F.  Based on these assessments in C. – E., comment on whether these factors create a ‘blue ocean’ aligned around both differentiation and low cost designed to break the value-cost trade-off to create new market space.
G.  Provide 1-2 recommendations to Wikipedia for further enhanBOS020

Making a Blue Ocean
Strategic Move that
Discourages Imitation:

The Case of Wikipedia

06/2014-5694

This case was written by Katrina Ling, Institute Executive Fellow of the INSEAD Blue Ocean Strategy Institute, under
the supervision of W. Chan Kim and Renée Mauborgne, Professors at INSEAD. It is intended to be used as a basis for
class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Special
thanks to Dr Zunaira Munir of Strategize Blue for her research on Wikipedia.

Additional material about INSEAD case studies (e.g., videos, spreadsheets, links) can be accessed at
cases.insead.edu.

Copyright © 2011 INSEAD

COPIES MAY NOT BE MADE WITHOUT PERMISSION. NO PART OF THIS PUBLICATION MAY BE COPIED, STORED, TRANSMITTED, REPRODUCED OR DISTRIBUTED
IN ANY FORM OR MEDIUM WHATSOEVER WITHOUT THE PERMISSION OF THE COPYRIGHT OWNER.

For the exclusive use of J. CHEN, 2020.

This document is authorized for use only by JIUYANG CHEN CHEN in Spring 2020 Rutgers HR Strategy II taught by Peter Rokkos, Rutgers University from Jan 2020 to Jul 2020.

How to Create a Blue Ocean That Discourages Imitation

If someone were to test your knowledge of geography, entertainment or the US government,
and you had access to the internet, what is the first action you would most likely take in
response to the following questions?

‘What is the highest mountain in the world?’

‘How many 750ml bottles of wine make a rehoboam?’

‘What do the first three digits in a US Social Security Number represent?’

Most likely, you would type in the keywords such as ‘highest mountain’, ‘rehoboam’, or
‘social security number’ to perform an online search using Google, Yahoo or an alternative
search engine. The first answer returned on the top of the first page will typically be an entry
from the English version of Wikipedia, the free online encyclopedia. For example,
Wikipedia’s top placement on Google using keywords ‘social security number’ beats out even
the official US Social Security Online website whose entry is ranked second on the same
page.

When Apple launched its new iPad product on January 27, 2010, the Wikipedia article named
‘iPad’ was edited 745 times by 281 volunteer contributors within the first 24 hours, from 8:52
am that day to 8:13 am the next day, according to log entries in the article’s history file. Apple
fans and consumer product experts swarmed over the iPad article on Wikipedia to provide
real-time updates as more information became available on this highly anticipated product
unveiling.

In fact, if one performs a keyword search on any of the popular online search engines today,
Wikipedia will likely be returned as a top source of news and reference information. The
Guardian describes the Wikipedia phenomenon as follows:1

“Search at Google.com on evolution or Iraq or Aids or Gordon Brown, and the
same site will appear at the top of the organic list of results: Wiki

  
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