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Over the last several decades, product development efforts have seen unacceptably high new product failure rates. One important factor is the presence of competitors who can interfere with marketing strategy and force changes that sap resources and reduce success. As industries try to improve their success, line extensions, i.e. developing products similar but different to successful products, have become more common. Simultaneously, industries have reacted by refining the new product development (NPD) process to make it more reliable and accurate. The refined development techniques are so helpful in refining product benefits with which firms are familiar that they reinforce the pressure to extend the line. The result is overcrowded markets where destructive competition destroys profitability. A “blue ocean” strategy promises to change the destructive cycle of market crowding. Originally the framework focused on overall market strategy. However, it has a direct application to NPD. Revising the NPD process to incorporate a blue ocean viewpoint before the idea generation stage may reduce the failure rate and create breakthrough products that are not easily emulated. This paper aims to address this issue.

The paper reviews the NPD literature as well as work implementing a blue ocean strategy. It delineates the tools developed for applying blue ocean concepts to strategy. The paper then applies a blue ocean approach to the NPD process with the objective of developing new products and services that are unhindered by competitive offerings. Implementing a blue ocean strategy involves four main actions and may be focused on six targets. The paper integrates the elements into a strategic opportunity product development matrix which may help practitioners. Moreover, it identifies at which stage of the new product development process blue ocean concepts should be introduced.

The paper reveals that there are no unvarnished panaceas in product development. Applying a blue ocean strategy to avoid competition early in the product life cycle promises to reduce dangerous competition to allow the product to succeed. However, the gains will probably not extend indefinitely. It requires constant improvement and application of the concepts to gain a measure of sustainability. If firms are successful early, they may be able to defend gains in some areas to retain profitability, while seeking new blue oceans.

Blue ocean applied to marketing strategy has seen large gains in success. Integrating efforts to find uncluttered market space holds the promise of increased success. It will also refine the NPD process.

Blue ocean strategy has not been applied to the new product development process in the literature. The paper integrates the concepts of the strategy with the elements of product development. The result is a new approach toward success products and product introductions.

This masterclass examines the blue ocean value innovation process, how it works in practice and how it has evolved since the publication of Blue Ocean Strategy (2005) by W. Chan Kim and Renee Mauborgne as explored in their new book their new book Blue Ocean Shift (2017).

The main focus is the value innovation methodology that underlies blue ocean strategy.

Blue ocean strategy is a process of value innovation that uncovers new aggregations of demand by redefining the offering category.

Blue ocean strategy tends to focus on value innovation that uncovers new aggregations of demand by redefining the category while disruptive innovation tends to concentrate on new demand-creation that expands the current served market.

Blue ocean strategy sets out to reconfigure value propositions in compelling new ways that can deliver a quantum leap beyond the current red ocean value-cost frontier through raising buyer value and lowering company costs simultaneously. The emphasis on both value and innovation is essential to the creation of new “blue ocean” market spaces.

The purpose of this paper is to determine the feasibility of modifying a commercial off‐the‐shelf video game that incorporates elements of information literacy.

This paper examines six game design elements of educational video games and discusses the resources required to design and build Benevolent Blue, a “modded” video game.

This paper provides a discussion of the skills, time and funding required to build a “mod” incorporating information literacy.

Although modifying commercial videogames is quite popular, very little discussion or work is written about “modding” and its potential use designing video games for libraries. Further research is required to determine if the knowledge transfer of information literacy skills occurs with players. Additional study could look at incorporating information literacy into video games of different genres and well as the impact that video games have on undergraduate student engagement and satisfaction.

This paper outlines the resources needed to modify a commercial off‐the‐shelf video game and provides suggestions on how others in libraries might do the same.

This paper looks at serious educational games in a new way – the modification of commercial off the shelf games to develop complete game play experiences that sit outside the classroom and emphasize the importance of play.

While concentration of population in urban areas continues, limited contact with ecological dynamics undermines awareness on human dependence on ecosystems. However, demands on ecosystems have never been higher than in today's urbanized planet, and cities make major contributions to global environmental problems. Enhancing green and blue infrastructure (GBI) in cities can reduce the ecological footprints of cities, while enhancing urban resilience and quality of life for their inhabitants. Urban GBIs provide multiple benefits to people in the form of ecosystem services (ES) and hold potential for providing nature-based solutions (NBS) to address urban challenges.

To adequately evaluate the ES provided by GBI, researchers have recently advocated integrated valuations. Integrated valuations aim at overcoming the limitations of the traditional single discipline and narrow approaches, by considering the multiple ways in which humans benefit from nature across the economic social and cultural domains.

In this chapter, we present examples of integrated valuations of ES in two Spanish cities, Barcelona and Bilbao. Both examples combine different valuation techniques and metrics, both monetary and nonmonetary, to account for the ES provided by urban GBIs and to assess their potential as NBS.

Our case examples show that urban GBIs provide many valuable benefits to urban dwellers. One of the clearest outcomes from these infrastructures is cultural ES, especially the multiple recreation and leisure opportunities they provide, which in turn has a remarkable positive effect on human health and well-being.

The purpose of this study is to use the optimization modeling method to explore whether there is an ideal arrangement of course enrollments that can yield optimal parking demand and supply on college campuses.

Using the University of Louisville as a case study, this study deploys a three-step analytical process to examine the correlation between parking demand and course enrollment, estimate parking demand based on course enrollment with regression analyses and embed this estimated relationship in an optimization model that minimizes on-campus parking demand and supply.

The correlation analyses suggest significant correlations between course enrollments and on-campus parking. The correlation patterns are different between students and university employees. The optimization results indicate that coupling parking supply and course scheduling decisions can reduce parking supply by 30%.

Voluminous studies on sustainable campus transportation have focused on transportation demand management strategies. The relationship between course-scheduling and parking demand was not explicitly accounted for in most studies. This study's results reveal that parking demand on campus depends on the number of courses offered across time. Thus, factoring and optimizing course schedules in campus parking decisions remains a viable and essential option to reduce on-campus parking demand.

Biodiversity loss now ranks as one of the most significant global drivers of environmental change. In an increasingly urbanized world, there is enormous potential to address this problem through conservation, restoration, and creation of new urban ecosystems. This chapter explores how nature-based solutions (NBS) can contribute to addressing the urgent problem of biodiversity loss in a way that goes beyond just greening gray environments. It then explores the alignment (and misalignment) between the ways in which NBS is framed as a nature conservation tool globally and the ways in which biodiversity is considered in urban approaches to NBS. Finally, the chapter explores the ways in which NBS might become an essential part of the solution to biodiversity and ecosystem decline. It discusses how NBS can be effectively leveraged to address the biodiversity crisis in urban areas, through conservation, restoration, and efforts to create thriving places for both people and nature. Although the concept of NBS in urban areas is fairly divorced from its nature conservation origins, reconnecting with those ecological roots is important for creating biodiverse, resilient cities. In so doing, NBS could offer a unified concept for environmental management in urban areas that integrates the ecological benefits of nature conservation with an innovative focus on confronting major societal challenges. Though this is a demanding task, it could provide a fit-for-purpose approach for conserving biodiversity and supporting functional ecosystems in the Anthropocene.

Reducing energy consumption of a building may have a significant effect on the energy and environmental costs. Nowadays, energy simulations have come to the aid of engineers in the design and implementation of buildings with a perspective on energy consumption.

In the current study, the suggested volume of a residential building in the Savadkuh City, Iran, is modeled using Ecotect® software, and the amount of radiation on the sides during various months of the year is studied. Then, using EnergyPlus™ software, climate analyses are performed on the suggested design, and finally, the amount of heating and cooling loads of the building are examined under two difference scenarios of mediator space.

Results indicated that nearly at all times of the year, both the heating and cooling loads were reduced in the scenario where mediator space had two functions, i.e. as greenhouse and as a space for higher ventilation, compared to the scenario where mediator space did not have a climate role and merely served as an entrance and passageway with rigid dividers.

Nowadays, energy simulations have come to the aid of engineers in the design and implementation of buildings with a perspective on energy consumption. Therefore, in the current study, the suggested volume of a residential building in the Savadkuh City, Iran, is modeled using Ecotect® software, and the amount of radiation on the sides during various months of the year is studied. Then, using EnergyPlus™ software, climate analyses are performed on the suggested design, and finally, the amount of heating and cooling loads of the building are examined under two difference scenarios of mediator space.

This study aims to explore the impact of spatial configuration on behavioral patterns of visitors in the ground floor of health-care spaces.

In this study, the Space Syntax analysis was used to combine visibility graph analysis and axial line analysis with empirical observation of visitors’ activities. Two types of observation methods on visitors were conducted to discover the behavioral patterns of individuals, respectively, named “gate counts” and “people following.”

The outcomes of this research revealed that the spatial arrangements of pathways, public areas, vertical circulations, entrance space, lobby, emergency department, reception desk and pharmacy have a significant influence on the way that visitors perceive the health-care environment.

The current research is limited to two aspects of effective wayfinding (configuration of health care and geometry). Future work can investigate the other potential factors coupled with the current factor as an integrated research for enhancing wayfinding and sustaining accessibility. Another limitation is that the observation results for this study had been conducted before the COVID-19 pandemic and future studies can compare these results with the current COVID-19 situation within health care environments.

A large amount of research has focused on the needs of populations in developed countries. This topic has not been investigated thoroughly by professionals in developing countries such as Iran. Accordingly, this study benefits environmental psychologists and architects by revealing the effective characteristics of legible spaces in health-care environments.

This paper reports the results of more than a decade‐long research journey on how firms can go beyond competing to creating uncontested market space, or “blue oceans,” that makes the competition irrelevant.

Studies over 150 blue‐ocean creations in over 30 industries spanning more than 100 years from 1880 to 2000. Analyzes not only winning business players that created blue oceans but also their less successful competitors. Searches for convergence among the strategic moves that created blue oceans and divergence between these moves and those of less successful players caught in the red ocean of bloody competition.

Finds clear strategic patterns that united the strategic moves that created blue oceans and separated these from the strategic moves that left companies battling for incremental market share in red oceans of overcrowded markets.

This paper addresses the following key questions: How can companies create blue oceans in an opportunity‐maximizing, risk‐minimizing way? What makes the creation of blue oceans increasingly imperative? Why has the field of strategy to date paid scant attention to how to reconstruct market boundaries to open up blue oceans of uncontested market space?

This paper makes strides in filling a central void in the field of strategy. For the past 25 years the field of strategy has focused principally on how to build competitive advantages to beat the competition within established market boundaries. While important, with supply exceeding demand in more and more industries this often leads to a red ocean of bloody competition. Instead of battling rivals, companies need to go beyond this. They need to create blue oceans of uncontested market space to prosper in the future. This article gives an insight into how firms can achieve this.