Senate Hall Academic Publishing

Journal of Strategic Management

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ISSN: 1649-3877

Listed by: Cabells and EBSCO

Frequency: 1 online Volume per year


In Search of Blue Oceans: Using the Value-Network Approach

JSME Vol 10: 2014

Author(s): Arpita Agnihotri (IBS Hyderabad Business School, India)

This article proposes a value network approach to create blue oceans. To manage the cut-throat competition in firms’ existing markets, authors Kim and Mauborgne (2005) introduced the concept of capturing uncontested market space via a “blue ocean strategy” and suggested various models and techniques, such as the strategy canvas and value innovation, to pursue blue oceans. However, the applicability of their work has mainly remained restricted to B2C markets. We propose that by occupying structural voids in a focal firm’s value network, a direct or auxiliary enabler can create radical, architectural, or incremental blue oceans. We demonstrate that this approach can be applied to both B2B and B2C markets.

Keywords: blue ocean strategy, structural voids, value network, innovation

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