أثر تطبيق استراتيجية المحيط الأزرق على خلق القيمة المبتكرة-دراسة ميدانية لعينة من المؤسسات الجزائرية-

The impact of applying Blue Ocean Strategy on creating innovative value -A practical study on a simple of Algerian firms-

Abstract

This study aims to determine the impact of the application of Blue Ocean Strategy (BOS) on creating innovative value in a sample of Algerian firms. Based on stratified random sampling method, the study questionnaire was randomly distributed to 186 firms targeting one pivotal representative from each one. After retrieval and review, 117 forms were analyzed via SPSS V25. The results showed that the sample applies BOS to a high degree, but the multiple linear regression test showed that it contributed to creating innovative value by only 48.31%. It was found that its impact on value creation for both the firm and the customer was weak. These results were explained by giving less importance to the dimension of exclusion and innovation compared to reducing and increasing. The study concludes with a set of recommendations to a better apply for BOS, which can enhance innovating value to both of firm and customer.