| Summary: | In their book Blue Ocean Strategy, Kim and Mauborgne (2005) propose a new vision of business strategy: radically change the value proposition offered consumers, reinventing markets in order to turn the current competition irrelevant. This article aims first to discuss the model contribution, focusing on identifying and delivering consumers completely new value sources. Secondly, their strategy is applied on a theoretical exercise. The article proposes the creation of a Blue Ocean for the Brazil country brand, using the concepts forwarded by the authors. The purpose of this exercise is to understand the advantages and complexities involved in the model and, at the same time, explore, albeit theoretically, the potential for this country offered by opportunities generated by one of the trends of international tourism : the medical tourism.
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