Στρατηγική γαλάζιων και κόκκινων ωκεανών. Η περίπτωση της Apple
Blue & red ocean strategy. The Apple case
KeywordsΣτρατηγική ; Στρατηγικό μάνατζμεντ ; Στρατηγική γαλάζιων ωκεανών ; Στρατηγική κόκκινων ωκεανών ; Στρατηγικός καμβάς
Abstract A company, in the business spectrum, is based on strategy, in order to grow and survive. The purpose of the strategy is to establish the long-term objectives of an enterprise, the way of action that will be followed, but also the human and material resource allocation that are necessary for the completion of specified purposes. An upcoming way of strategy, is the (well known) Blue Ocean Strategy. The term Blue Ocean describes the unknown and uncharted industry, until today, which offer promising opportunities along with tremendous prospects for growth and prosperity. The main characteristic of a company that will take that leap, is the spirit of constant innovation, so as to preserve and expand their customer base. This thesis will initially emphasize the importance of the strategy in the business area, taking into consideration the internal and external environment of an enterprise. Subsequently, we will focus on the Blue Ocean Strategy by presenting its key characteristics, the steps in order to achieve it and the possible vulnerabilities. Eventually, we will discuss the Apple case study, which is probably the best enterprise example, due to its continuous search for innovation, from the very beginning.