راهبرد اقيانوس آبي به عنوان انقلابي در حوزه مديريت راهبردي

Blue Sea Strategy as a Revolution in the Field of Strategic Management

This article is intended to shed lights on the concept of blue sea strategy and to study its role in transformation and development of organization strategies. This is an applied research and it is based on analytical-descriptive and library research. Note taking is used in data collection. In the concept of blue sea strategy the work and service fields of organizations simulated into two oceans of red and blue in which the red ocean refers in fact to known fields and it is the symbol of all industries and services that exist today and in which the organizations compete. In fact the blue ocean is the unknown spaces in applied and service fields and it is the symbol of all fields that are existed at present. Today the strategy that leads the organization to Blue Ocean is not the traditional strategies such as development of product and service (including police service, municipal service and ...), congruent diversity, development of service and working fields, infiltration in other service and working fields, participation, cost reduction and assignment but it is the value-adding initiative as a strategy that by adopting it the cost decreases and simultaneously more value produces for shareholders. Therefore the blue ocean strategy mainly relies on value-adding initiative and it is accomplished only when the business simultaneously produces new value for its self and its customers.