تصور مقترح لتفعيل دور استراتيجية المحيط الأزرق في تعزيز الميزة التنافسية المستدامة في جامعة أسيوط : دراسة حالة

Abstract EN

The aim of the current research is to identify the role of the blue ocean strategy in enhancing the sustainable competitive advantage at Assiut University, and presenting a suggested proposal to activate its dimensions.

The research has used the descriptive analytical method, in addition to conducting a case study at Assuit UniversityThe researcher has designed a questionnaire that was applied on a sample of staff members at the theoretical and practical faculties in Assiut University.

The participants (n=253) were asked in order to identify the reality of applying of each blue ocean strategy dimensions and sustainable competitive advantage at Assiut University.

The research has reached a number of findings: first, the responses of the respondents on the application of "dimensions of sustainable competitive advantage" ranked first at a moderate degree (mean=2.135), and (SD=0.838).

It also ranked second on the application of "blue ocean strategy dimensions" with a moderate degree, (mean =2.005) and (SD=0.770).

Second, the role of the Blue Ocean strategy in enhancing of sustainable competitive advantage was found with statistically significant at the level of (0.05) and affects (57% ) in the changes that occur in the sustainable competitive advantage of the university, while (43% ) are due to other variables. The researcher has concluded his research with a suggested proposal which has included objectives, pillars, mechanisms and guarantees to achieve it, through which the role of blue ocean strategy can be activated in enhancing the competitive advantage at Assuit University.