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Reviewing the Blue Ocean Strategy. Is the Blue Ocean Strategy valid and reliable?

Kabukin, Dmitrij (2014) Reviewing the Blue Ocean Strategy. Is the Blue Ocean Strategy valid and reliable?

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Abstract:Many companies are familiar with the red oceans and feel accustomed to competition. However the main challenge companies face thereby is their incapacity to create new demand or expand their market share. The Blue Ocean Strategy offers users a framework for creating uncontested market space and change the focus from the current competition to creation of innovative value and demand. The objective of this paper is to research the validity and reliability of the Blue Ocean Strategy with a two way approach. First testing the framework on a theoretical basis via a literature review, and then examining its practical adaptability. The theoretical analysis reviews the core basics of the Blue Ocean Strategy, distinguishing between red and blue oceans. Here the focus lies on the opinion of the authors, the framework tools used, the advantages and critiques on the theory. In the practical part of the research the Blue Ocean Strategy is tested on its reliability using a three step cross-case analysis. After the formation collection and data evaluation, a cross-case overview is conducted that illustrates similarities and differences of the cases according to the Blue Ocean Strategy. The conclusion describes that the Blue Ocean Strategy could be assessed to a set amount as valid and reliable. Also several shortcomings for the theoretical and practical part are mentioned. In the final chapter recommendations for improvement of the Blue Ocean Strategy are provided for creating a theory that is even more valid and reliable.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/65556
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