REFLECTIONS ON BLUE OCEAN STRATEGY: A COMPARISON WITH ANSOFF’S, PORTER’S, AND HAX AND WILDE’S STRATEGIES

Authors

  • Ailton Conde Jussani Universidade de São Paulo
  • Patricia Viveiros de Castro Krakauer Universidade de São Paulo
  • Edison Fernandes Polo Universidade de São Paulo

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2010.v2i2.51

Abstract

Within the context of the globalized environment, competitiveness has become a critical issue for business. The use of research to inform strategic decisions is thus important for firms on the path to competitiveness, regardless of their market of operation. This paper provides an overview of four strategies—Kim and Mauborgne’s Blue Ocean Strategy, Ansoff’s Matrix, Porter’s Generic Strategies, and Hax and Wilde’s Delta model—in order to find the similarities and approximations among them. Applying the scientific reading method, we conducted a comprehensive review of the literature on strategy to draw up a comparative matrix among the four strategies analyzed so as to discuss the typologies for strategy formation modes. This matrix is intended to be used in future field studies. The comparison led to the observation that several possible approaches exist, each suited for distinctive businesses and business environments. This article aims to contribute to a better knowledge of administrative techniques that can help firms - and their executives - improve strategic decision making by choosing the strategy that best fits the competitive environment in which their business operates.

 

Key-words: Strategic decisions. Strategic approaches. Comparative matrix.

 

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Author Biographies

Ailton Conde Jussani, Universidade de São Paulo

PhD Candidate in Administration Program, Universidade de São Paulo, Brazil

Specialist, International Executive MBA, Fundação Instituto de Administração, Brazil

Researcher at the Center for Technology Management and Policy, Universidade de São Paulo, Brazil

Patricia Viveiros de Castro Krakauer, Universidade de São Paulo

Masters level student in Administration from the Universidade de São Paulo, Brazil

Specialist, Marketing, Fundação Instituto de Administração, Brazil

Researcher at the Strategic Planning and Entrepreneurship Group at the School of Economics, Business Administration and Accounting - Universidade de São Paulo, Brazil

Edison Fernandes Polo, Universidade de São Paulo

Associated Professor at the School of Economics, Business Administration and Accounting - Universidade de São Paulo, Brazil

Published

2010-12-07

How to Cite

Jussani, A. C., Krakauer, P. V. de C., & Polo, E. F. (2010). REFLECTIONS ON BLUE OCEAN STRATEGY: A COMPARISON WITH ANSOFF’S, PORTER’S, AND HAX AND WILDE’S STRATEGIES. Future Studies Research Journal: Trends and Strategies, 2(2), 17–37. https://doi.org/10.24023/FutureJournal/2175-5825/2010.v2i2.51

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