A conceptual framework on Blue ocean strategy : a study to determine the understanding of banks employees towards practicing blue ocean strategy

Abstract EN

Blue Ocean strategy can help companies to find new market in which they can capture more customers while improving cost structure.

The aim of this study is to deeply explain Blue Ocean strategy in order to be easily understood by any banks’ managers who want to develop it, and employees who need to apply it.

According to the framework of this study to explain the key factors of success of a blue ocean strategy at the banks.

In addition, this study tries to find the relation between the blue ocean strategy conception and the performance of the banks, using a representative sample, which is composed of 90 employees work at 5 banks, (BNA, BEA, BARD, CPA, BDL) in Ouargla-Algeria, The results of this study indicated that no relationship between a blue ocean strategy understanding and performance of the banks.