Finding Blue Ocean Innovation in the Exhibition Industry

Not long ago, Nintendo was losing the battle for market share in the competitive video gaming industry against Sony PlayStation and Microsoft Xbox. But rather than get beat up by the competition, Nintendo decided to take a new tack. Instead of creating more options for the traditional target audience—male teenagers and young adults—it created a gaming system aimed at an entirely different audience—women, adults, and families. The new platform, Wii, was low on graphics, but high on