Blue ocean strategy an inquest to evaluate selected Indian organization

Abstract

The conventional theory of strategic thinking focuses on achieving competitive advantage in the market as stated by Michael Porter in 1980 (1). The shift in thinking process comes in the year 2005 when INSEAD Institute, Prof. W. Chan Kim, and Renee Mauborgne comes with a new concept in the field of strategy named as Blue Ocean Strategy (4). The Blue Ocean strategy focus on redefining the business boundaries without having competition. The authors of theory introduce analytical tools and framework, to understand how the tools and framework can use to identify Blue Ocean Organization. The study explores Indian Organization and application of Blue Ocean Strategy to carry out Case Study and Cross-Case Analysis research for selected Indian Organization. The spatial frame of research criteria was the identification of noncustomers, value-cost trade-off, and value innovation by considering factors of competition as the key variable of research. The thesis covers the study of eighteen Indian organization, which belongs to a different sector in the industry and having drawn demand to cater noncustomers. The research design is qualitative research process based on epistemology philosophy and deductive approach. The methodological fit to study intermediate theory accomplished by applying techniques of relativism and having constructivism orientation. The data observation is longitudinal study and to study qualitative data directed content analysis apply. The qualitative data analysis data evaluated by research variable factors of competition defined by the organization which creates a leap in value for the customer and the organization and coded by Blue Ocean Strategy Framework called Eliminate-Raise-Reduce-Create (ERRC) (7). The qualitative research is going into alignment with the analytical tools and framework design for identifying Blue Ocean Strategy. The data produces analytical results in which eight out of eleven organizations factors of competition defined that the strategy of business based on value innovation an