The Adoption of Blue Ocean Strategy to Sustain Competitive Advantage in the Syrian Food Industry
Abstract: This study aims to detect the extent of adoption of the Blue Ocean Strategy in the Syrian food industry companies and its role in improving its competitive advantage. Syrian Companies need to shape their blue ocean strategy in accordance with consumer value, price, cost, and adoption. This permits them to construct a feasible business model and ensure that profits from the blue ocean is created. The study used descriptive-analytical approach. The data were composed of a questionnaire distributed to 293 personnel working in 85 Syrian food companies. Statistical Package for Social Science (SPSS 22) were applied to analyze the data. The result showed there are a substantial interest by Syrian food companies to adopt Blue Ocean strategy indicators in its operations. Also, there was a significant relationship between the adoption of Blue Ocean Strategy and the improvement of sustainable competitive advantage for the investigated companies. The researchers suggested that Syrian companies should emphasize on the importance of the innovation indicator and its role in producing new brands and creating markets free of competition which sequentially contributes to increase in the company's market share. The study achieves a qualitative benefit for both researchers and academics about the concept of BOS because it is the first study that introduces the BOS and its impact on sustainable competitive advantage in Syrian.
Keywords: Syrian / Ocean Strategy / Package / market / BOS / adopt Blue Ocean / competitive advantage
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