Title: Strategy identification and prioritisation via blue ocean: evidence from an emerging country

Authors: Mohammad Hakkak; Khaled Nawaser; Ali Vafaei-Zadeh; Haniruzila Hanifah; Samira Mohammadian

Addresses: Faculty of Management and Economics, Lorestan University, Khoram Abad, Iran ' Institute of Scientific Research and Graduate School, Universidad de Lima, Lima, Peru ' Graduate School of Business, Universiti Sains Malaysia, Malaysia ' Graduate School of Business, Universiti Sains Malaysia, Malaysia ' Department of Management, Lorestan University, Lorestan, Iran

Abstract: The blue ocean strategy is a way to eliminate competition by creating a new market environment. Therefore, the present research has been devoted to creating a blue ocean space in the Sepahan Isfahan Cement Company. The present study's statistical sample consists of 15 experts of the company who were identified by non-probability snowball sampling method. This study's main statistical method is the one-sample t-test and the hierarchical analysis. Results identified 18 strategies for creating a blue ocean, involving one elimination, two reductions, ten amplification and five creation strategies. The known strategies were also prioritised in the form of six ways of breaking the boundaries of competition. The option of paying attention to the product's functional/emotional characteristics was determined as the highest priority with a value of 0.234.

Keywords: blue ocean; value-creation innovation; six market redemarcation routes; emerging country.

DOI: 10.1504/IJBEX.2024.137570

International Journal of Business Excellence, 2024 Vol.32 No.4, pp.456 - 477

Received: 05 Dec 2020
Accepted: 02 Mar 2021
Published online: 26 Mar 2024 *

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