دور أدوات التحليل وفق مقاربة استراتيجية المحيط الأزرق في تغيير حدود الصناعة

Abstract EN

This study aimed at highlighting the role of the sector' strategic analysis tools based on the blue ocean approach in changing the boundaries of existing industries.

The study relied on a comparative approach in finding the differences between the blue ocean strategy and the red ocean strategy according to the industry analysis tools used in both strategies.

The Study has found that the difference in the analysis tools is due to the philosophy and the basics of each approach; in addition to reliance on the model tool to take the decision of changing the existing industry' boundaries to achieve a jump in the world of business that results an outstanding success for enterprises.

In this framework, the enterprise of SouthWest Airlines was selected in order to apply these tools specially the blue ocean strategy which has been lead to the enterprise success by giving a distinct business model.