Nintendo and the Blue Ocean Strategy: Designing the Four Actions Matrix

Abstract

The purpose of this article is to analyze the strategies adopted by Nintendo within the framework of the four-action matrix of the BOS (i.e., eliminate, reduce, increase, and create). Documentary research was implemented by scrutinizing the scientific bases of information accessible in electronic media (e.g., Web of Science and Scopus). For each of the four actions of the matrix, the following factors were identified: 1. eliminate the expensive face-to-face conferences; 2. reduce the graphic power of the video game console, the budgets, and the deadlines in the development of video games; 3. increase: the brand extension; and 4. create: nostalgic feeling. This study provides lessons and teachings to be considered by organizational strategists when designing strategies that leverage distinctive characteristics into competitive advantages that satisfy both established objectives and customer desires and expectations. Furthermore, the work can be a reference framework in subsequent empirical research.