Impact of Blue Ocean Strategy on Organizational Performance: A Literature Review Toward Implementation Logic
IOSR Journal of Business and Management, Vol. 19, Issue 1, January 2017
19 Pages Posted: 6 Nov 2017 Last revised: 16 Nov 2017
Date Written: January 1, 2017
This study is based on the pros and cons of the Blue Ocean Strategy (BOS) that offers users a framework for creating uncontested market space and diverts the views from the current competition to the creation of innovative value and demand. The main objective of the study is to show the overall scenario of BOS and its impact on organizational performance. The study includes the history of BOS, comparison with Red Ocean Strategy (ROS), relevance of applying BOS, Applications, Critics, Findings, Recommendations and Conclusion. The Findings of the study tries to show the ultimate results of applying the BOS and the recommendations urge some precautions to apply BOS. The result found that BOS positively affects the organization performance if applied in organizations. Overall, the study is effective to decide the adoption of BOS within the organization. The recommendation for the organization is to do an in-depth analysis on BOS before implementation to see the suitability considering the company size, industry condition, and adaptability.
Keywords: Blue Ocean Strategy, Organizational Performance, Red Ocean Strategy, Value Innovation, Creative Competition
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