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Iulian Costea - EMBA 2008
Central &Southern Europe, Alcatel-Lucent

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Acasa Companie January 28 - Blue Ocean Strategy Workshop

January 28 - Blue Ocean Strategy Workshop


Blue Ocean Strategy Workshop

January 28

Sheb True, Marketing Professor at Kennesaw State University – USA



Participate in a special workshop with Prof. Sheb True from Kennesaw State University, one of TOP 25 business schools in United States!

Dr. Sheb True is Professor of Marketing in the Michael J. Coles College of Business at Kennesaw State University, Sr. International Officer,  Special Assistant to the Dean for Strategic Initiatives, Director of the B.B.A. International Business major, Director of the GAVE program, and Director of the RSPV Paul D. Coverdale Fellows Program. Prior to Coles College, he served on the faculty at Loyola Marymount University (California), and was the Associate Director of the Global Comparative Management Systems Graduate program. In addition, he has taught marketing and leadership courses at universities in Asia, Europe, and the Americas.

Dr. True has published more than fifty research articles in academic journals and conference proceedings and edited five books. He led the strategic re-development of the MBA program at Kennesaw State University that resulted in the first rankings of the program – #22 in the U.S. by Bloomberg Business Week.

Dr. True also works as a consultant in the areas of Marketing Strategy, Customer Service, and Marketing Research. He holds a BBA Degree from Stephen F. Austin State University, an MBA degree from the University of Houston Clear Lake, and a Ph.D. degree from the University of Mississippi. He has also completed profession development work at the Harvard Business School and the American Graduate Management School.

In this introductory workshop, you will learn about Blue Ocean Strategy created by Prof. Chan Kim and Renee Mauborgne from INSEAD Business School. Blue Ocean Strategy book is based on their study of 150 strategic decisions spanning more than 100 years and 30 industries.

Besides examples and the principles behind the blue ocean strategy, this practical and action oriented workshop will teach you the fundamental tools and methods of value innovation, the strategic thinking behind creating a blue ocean strategy.



18.00-18.30 Welcome Coffee&Networking

18.30-20.00 Blue Ocean Strategy Workshop                      


  • The background and case examples behind Blue Ocean Strategy
  • Finding new market space: the six paths framework and the buyer experience cycle
  • Non-customers: the way to stimulate new demand
  • Evaluating a blue ocean idea
  • Implementing blue ocean strategy
  • Location: Calea Grivitei 8-10, conference room on groundfloor


Who shoud attend:

General Managers

Heads of Strategy

Business Unit Managers

Business Development Managers

Sales and Marketing Managers

Other functional and business leaders at the corporate and business level

Blue Ocean Strategy is applicable for both established corporations and start-up companies with high growth objectives.


Registration fee: 180 lei (no VAT required)

Special fee for ASEBUSS alumni & students: 90 lei  (no VAT required)

Contact: Bianca Ioan - 0722 368 602; E-mail: bianca@asebuss.ro