استراتيجية المحيط الأزرق كمقاربة ثورية في الانتقال من منطق المنافسة الى ابتكار القيمة-اضاءة على بعض التجارب الرائدة-

Abstract

This studyaims to show the role of the blueocean strategy as one of the most important modern strategies in enabling managers to lead their organisations from hyper competitive environment in to untapped and uncompetitive markets paces, in addition to determining the extent of its contribution to value creation. It has been concluded that this strategy allows escape from competition and creates in novative value through a set of analytical and operational tools (the strategiccanvvasand the four operational frame works). The study presents the experience of “Sun Circus” and “Starbucks” as two successful experiences in value innovation and creating blue oceans, starting from diagnosing their declining industries, to analyzing their strategic moves through the blue ocean strategy tools. Finally, the study concludes with the most important findings and recommendations that can contribute to a better adoption of this strategy and value innovation