New approaches in measuing and assesing viability of blue ocean strategy in b2b sector

Abstract

Many case studies of Blue Ocean Strategies (BOS) implementation focus on B2C than B2B sector. The aim of this research is confirm the hypothesis that BOS is viable in the B2B sectors. The objects of research are two business entities: world’s leading suppliers of construction chemicals and manufacturer of purification equipment. Unit of analysis is a Strategic Move. Type of research is descriptive, co-relational and non-contrived. Data collection methods: interviews and questionnaire.

Authors posed first research question is BOS a suitable within construction chemicals and purification equipment manufacturers’ industries? Second research question was about how to evaluate acceptability of new strategic choice on BOS? Authors adopted a range of analytical models to test acceptability of new Strategy Canvas. Third research question was what type of innovation Blue Ocean Strategy underpins in B2B business: technologies push or markets pull? Research has confirmed that BOS can be viably applied in B2B sectors; modern studies suggest application of integrated models – combination of technology-push with markets-pull for value innovation creation in B2B sector. Future research will be connected with feasibility of BOS in B2B sector.

Scientific research areas: Strategic Management; Strategy in Practice