Στρατηγική των γαλάζιων ωκεανών: εφαρμογή στον κλάδο των έξυπνων κινητών τηλεφώνων
Blue ocean strategy: case study on smartphones
KeywordsΣτρατηγική γαλάζιων ωκεανών ; Κόκκινοι ωκεανοί ; Έξυπνο τηλέφωνο ; Blue ocean strategy ; Red oceans ; Smartphones
Τhis dissertation deals with the Blue Ocean Strategy which challenges companies to break out of the Red Ocean in order to create uncontested market space and make the competition irrelevant. The Red Ocean represents the fierce competition among businesses, while the Blue Ocean is about growing demand and breaking away from the competition. Firstly, a set of analytical tools and frameworks are introduced to show how firms should act if they want to swim successfully in the Blue Ocean. Furthermore, there are elaborated the principles that define and separate Blue Ocean strategy from strategic thought based on competition. Therefore, it is addressed the right sequence of steps that businesses should follow in order to implement the strategy. Additionally, managers may confront organization hurdles during the strategy implementation and there are proposed ways to overcome them. The second part refers to a company that successfully implemented the Blue Ocean strategy. More specifically, it is analysed how Apple Inc. executed this strategy in the smartphone industry by introducing iPhone. Last but not least, an economic and a statistical analysis are performed to examine iPhone’s performance and determine the possible correlation with related variables.