Η στρατηγική των γαλάζιων ωκεανών : μελέτη περίπτωσης Marvel
The blue ocean strategy : Marvel case study
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Keywords
Στρατηγική ; Γαλάζιοι ωκεανοί ; Διαφοροποίηση ; Ανταγωνισμός ; Νέες αγορές ; Καινοτομία ; MarvelAbstract
This thesis examines the blue ocean strategy through the Marvel case study, a company that has managed to differentiate itself from its competition and become a dominate player in the global entertainment market. The theory of blue ocean strategy focuses on creating new, uncontested markets by offering innovative value, making competition irrelevant, and generating new demand rather than competing in saturated markets. This thesis aims to analyze this strategy and its main categories through the lens of the Marvel case study. The case study focuses on Marvel, its history, and how it adopted this strategy to achieve differentiation and grow from a small comic book publisher to becoming a global entertainment media giant. This thesis examines the key strategies that Marvel implemented such as creating new markets, diversifying its products, and developing strategic partnerships enabling the company to create new growth opportunities and redefine its role in the market.