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01Mar '09

Analysis of the Use of Blue Ocean Strategy: Case Study Analysis on 14 Different Agencies

Integration & Dissemination

Theme: Empirical evidence on the operationalization of blue ocean strategy.

Summary: The authors attempt to gather empirical evidence on the operationalization of blue ocean strategy from companies that declare to have either implemented blue ocean strategy or are in the midst of applying blue ocean strategy principles. Blue ocean strategy-related activities in the sample companies are analyzed for three characteristics: the nature of the analysis that the companies performed, the experience that they went through in applying blue ocean principles, and the effectiveness of the principles they employed. An initial exploratory analysis is reported on 14 companies who agreed to participate by sharing the blue ocean principles they had applied. Qualitative analysis indicates that while the entities involved were quite diversified, their strategic actions with regard to the Eliminate-Reduce-Raise-Create Grid components had similarities. For example, the focus of elimination and reduction actions was on cost components, followed by activities that did not produce good returns. Customer satisfaction-related components and provision of new offerings are the most frequently reported raising and creating actions. This paper reports on initial findings of this work-in-progress research project.

Reference: Zainal Abidin Mohamed. “Analysis of the Use of Blue Ocean Strategy: Case Study Analysis on 14 Different Agencies.” Integration & Dissemination 4 (March 2009): 28-34.
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