TY - JOUR
T1 - Extending boundaries of Blue Ocean Strategy
AU - Agnihotri, Arpita
N1 - Publisher Copyright:
© 2015 Taylor & Francis.
PY - 2016/9/18
Y1 - 2016/9/18
N2 - ‘Blue Ocean Strategy’, one of the best seller books has received tremendous attention amongst scholars and practitioners. This paper first critically analyzes the conjectures presented in the book. Second, we investigate if means suggested by authors to create a blue ocean are applicable in emerging markets. Article further proposes that blue oceans can be created via radical innovation, disruptive innovation, frugal innovation, and purely differentiation strategy and focused differentiation strategy rather than only value innovation. Furthermore, we suggest that strategy canvas is applicable not only for value innovation but all types of innovation. We, thus extend the boundaries of sources of blue oceans. Lastly, we explore if sustainable competitive advantage or blue oceans ae better sources of profitability.
AB - ‘Blue Ocean Strategy’, one of the best seller books has received tremendous attention amongst scholars and practitioners. This paper first critically analyzes the conjectures presented in the book. Second, we investigate if means suggested by authors to create a blue ocean are applicable in emerging markets. Article further proposes that blue oceans can be created via radical innovation, disruptive innovation, frugal innovation, and purely differentiation strategy and focused differentiation strategy rather than only value innovation. Furthermore, we suggest that strategy canvas is applicable not only for value innovation but all types of innovation. We, thus extend the boundaries of sources of blue oceans. Lastly, we explore if sustainable competitive advantage or blue oceans ae better sources of profitability.
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U2 - 10.1080/0965254X.2015.1069882
DO - 10.1080/0965254X.2015.1069882
M3 - Article
AN - SCOPUS:84979205090
SN - 0965-254X
VL - 24
SP - 519
EP - 528
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 6
ER -