Blue ocean strategy as a tool for improving a company's marketing function : the case of Jordan

Abstract EN

Blue Ocean strategy is a consistent pattern of strategic thinking behind the creation of new markets and industries where demand is created rather than fought for and the rule of competition is irrelevant.

This paper proposes a methodology to implement the Blue Ocean Strategy in a privately owned Jordanian industrial firm struggling in a very competitive market using different tools and techniques such as value curves, strategy canvas, six path method, four actions framework, utility matrix and conjoint analysis in addition to some statistical tools such as discriminant analysis, cluster analysis, relative importance of Attributes for Targeting, and combination bundles analysis.

The results of the paper were built on the bases of customer’s preferences, opinions, and suggestions that have been collected by different surveys.

The main result shows that the company managed to identify a number of new products that can develop its own new markets for it (Blue Ocean Markets).