Title: Adoption of focus group and policy Delphi to blue ocean strategy: a proposed conceptual model

Authors: Alex Hou Hong Ng; Dominic Hoe Chai Lau; Wan Khairuzzaman Wan Ismail

Addresses: Taylor's Business School, Taylor's University Lakeside Campus, No. 1 Jalan Taylor's, 47500 Subang Jaya, Selangor Darul Ehsan, Malaysia ' Faculty of Management and Information Technology, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000 Cheras, W. P. Kuala Lumpur, Malaysia ' International Business School, Universiti Teknologi Malaysia International Campus, Level 15, Yayasan Selangor Building, Jalan Raja Muda Abdul Aziz, 50300 Kampung Baru, W. P. Kuala Lumpur, Malaysia

Abstract: Although blue ocean strategy (BOS) has been well regarded and widely accepted in both academic and business domains recently, nevertheless some researchers criticised the concept is being too descriptive and lack of formulated theoretical foundation. In this context, this paper aims to further extend the BOS formulation process by introducing quantitative approach to substantiate the validity of key competing factors in the strategy canvas to strengthen its theoretical construct. The paper begins by highlighting the background and research questions of this study, followed by a brief review on the concept of BOS and its analytical tools as well as the related research problems and issues. Subsequently, focus group and policy Delphi were introduced to incorporate into the BOS formulation process and a conceptual model is proposed to address the questions raised earlier. Finally, it is concluded with a proposed conceptual model and the future research avenue.

Keywords: blue ocean strategy; BOS; strategy canvas; focus groups; Delphi method; policy Delphi; conceptual modelling.

DOI: 10.1504/IJMED.2014.062547

International Journal of Management and Enterprise Development, 2014 Vol.13 No.2, pp.130 - 146

Accepted: 13 Dec 2013
Published online: 26 Jul 2014 *

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