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An exploration of Blue Ocean Strategy's capacity to sustain small businesses: A qualitative study.

机译：蓝海战略维持小企业能力的探索：定性研究。

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摘要

This study explored Blue Ocean Strategy's (BOS) conceptual frameworks within small businesses and whether their use were instrumental in sustaining small businesses during the 2008 economic crisis. Ten small business owners were interviewed in an attempt to answer the research questions: what was the small business owner's perceived experience of BOS and how it relates to survivability during economic downturns; and, what was the small business owner's lived experience of BOS and how it relates to survivability during economic downturns? This study expanded upon the research generated by seminal authors, Kim and Mauborgne (2015) found in their book, Blue Ocean Strategy, How to Create Uncontested Market Space and Make the Competition Irrelevant. Additionally, this research explored ways small business owners were successful in breaking out of competitive, overcrowded, red ocean constraints. The literature review focused on sustainability during economic downturns, small business strategies for success, and BOS's conceptual frameworks. With the use of qualitative phenomenological research this study was executed utilizing face to face interviews. The data results revealed all participants implemented one or more of the conceptual frameworks referenced in Blue Ocean Strategy, How to Create Uncontested Market Space and Make the Competition Irrelevant (2015). The findings supported small business owners' execution of BOS's conceptual frameworks, having reached beyond their existing demand, reconstructed their market boundaries, added value for the consumer with new products and or services, having provided a leap in value for the consumer, as well as the company.
机译：这项研究探讨了小企业内部的蓝海战略（BOS）概念框架，以及在2008年经济危机期间，其使用是否有助于维持小企业。采访了十个小型企业主，以回答研究问题：小型企业主对BOS的看法是什么，以及在经济低迷时期它与生存能力的关系如何；小企业主对BOS的实际经验是什么，它与经济衰退期间的生存能力有何关系？这项研究扩展了开创性作者Kim和Mauborgne（2015）在其著作《蓝海战略》中的研究成果，即《如何创建无可争议的市场空间并使竞争无关紧要》。此外，这项研究探索了小企业主如何成功摆脱竞争，人满为患的红海限制。文献综述的重点是经济衰退期间的可持续性，成功的小企业策略以及BOS的概念框架。利用定性现象学研究，该研究是通过面对面访谈进行的。数据结果显示，所有参与者都实施了“蓝海战略”中的一个或多个概念框架，即如何创建无争议的市场空间并使竞争变得不相关（2015）。调查结果支持小企业主执行BOS的概念框架，已经超出了他们现有的需求，重构了他们的市场边界，通过新产品和/或服务为消费者增加了价值，为消费者提供了价值的飞跃，以及公司。

著录项

  • 作者

    Todd, Lucy Ann.;

  • 作者单位

    Capella University.;

  • 授予单位 Capella University.;
  • 学科 Entrepreneurship.;Business education.;Management.
  • 学位 D.B.A.
  • 年度 2016
  • 页码 168 p.
  • 总页数 168
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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