منهجية تبني استراتيجية المحيط الأزرق في منظمة الأعمال : دراسة حالة فنادق CitizenM

Abstract EN

This study aims to delimit the concept of the Blue Ocean Strategy and to clarify the various stages and steps of its adopting in business organizations as a modern competitive strategy by examining the experience of CitizenM Hotels in adopting this strategy.

The results showed that CitizenM Hotels have adopted this strategy, allowing it to open up new market space by creating a new demand through innovating new value for customers and to achieve expansion and profitable growth.