Year : 2015, Volume : 15, Issue : 3
First page : ( 191) Last page : ( 202)
Print ISSN : 2231-0649. Online ISSN : 2231-0657.
Article DOI : 10.5958/2231-0657.2015.00021.X

Flipkart.com - Creating a blue ocean in indian retail E-commerce business

Chadarava Piyush D.^1,*, Research Scholar, Raval Dharmesh S.¹, Associate Professor

¹School of Management, RK University, Rajkot, Gujarat, India

*Corresponding author e-mail id: piyushsonii@yahoo.co.in

Abstract

This case has been evolved on the book ‘Blue Ocean Strategy’ co-authored by W. Chan Kim and Renée Mauborgne, with an objective to determine the strategy of Flipkart by the tools suggested in the script. The Indian e-commerce business was changed since the year 2007 and Flipkart was the first founded e-commerce firms want through the multiple challenges for establishing the business. Several tools suggested by author W. Chan Kim and Renée Mauborgnee are tested for Flipkart and finally it is concluded that the Indian online retail behemoth is a true case of Blue Ocean Strategy as suggested by W. Chan Kim and Renée Mauborgne in their celebrated book ‘The Blue Ocean Strategy’.

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Keywords

Blue ocean strategy, Value innovation, Business strategy, E-commerce, Business model canvas.

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