Blue Ocean Strategy is considered as one of the most interesting recent research themes that deserves further studies, and whose formulation needs further exploration. However, a comprehensive literature review is currently missing. Hence the paper aims at conducting an extensive and systematic review of the existing body of knowledge relating to Blue Ocean Strategy, analyzing the evolution of the research between 2004 and 2019. Specifically, drawing from the perspective of Blue Ocean Strategy’s standard implementation process, the purpose of the study is to investigate the topic analyzing both the traditional models adopted in literature and the original ones, developed by third-party authors in the past years in the attempt to substantiate or improve the theory. Such viewpoint allows to enhance the validity of Blue Ocean Strategy by developing a comprehensive framework that contains the contributions from such models and supports the mapping of the existing literature, also with reference to alternative approaches closer to the notion of continuous innovation.
BLUE OCEAN STRATEGY: LITERATURE REVIEW AND FUTURE RESEARCH
A. Ghezzi;J. Manotti;A. Rangone;G. Toletti
2020-01-01
Abstract
Blue Ocean Strategy is considered as one of the most interesting recent research themes that deserves further studies, and whose formulation needs further exploration. However, a comprehensive literature review is currently missing. Hence the paper aims at conducting an extensive and systematic review of the existing body of knowledge relating to Blue Ocean Strategy, analyzing the evolution of the research between 2004 and 2019. Specifically, drawing from the perspective of Blue Ocean Strategy’s standard implementation process, the purpose of the study is to investigate the topic analyzing both the traditional models adopted in literature and the original ones, developed by third-party authors in the past years in the attempt to substantiate or improve the theory. Such viewpoint allows to enhance the validity of Blue Ocean Strategy by developing a comprehensive framework that contains the contributions from such models and supports the mapping of the existing literature, also with reference to alternative approaches closer to the notion of continuous innovation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
