 |
| Robyn Pratt, Starwood |
An INSEAD articl e In search of blue oceans: The Starwood experience asks:
Are companies using Blue Ocean Strategy to search for ‘uncontested market space’ and, if so, how?
One group which has been exploring blue ocean thinking for the past three years is Starwood Hotels and Resorts.
 |
| Jens Meyer |
In conjunction with Meyer, the company has developed a process through which employees are trained in Blue Ocean Strategy, effectively focusing on non-customers, before being given three to four months to apply the methodology. Projects are then proposed to the senior operating team at a so-called ‘Visual Strategy Fair’; black belts or master black belts then put together a business case to present those projects to the senior leadership team for a decision on whether to implement these. 
| 
