Blue Ocean strategy: implementation report in a sector in crisis

Edson Ricardo Barbero, Bruno Nascimento Vieira


This paper presents some drivers and obstacles for implementing the Blue Ocean Strategy methodology (BOS). The company studied underwent a complex competitive environment, with reduced demand and supply excess. With the use of some of the assumptions of the BOS, the company redefined its competitive strategies and reduced its exposure to the rivalry usually found in mature industries. This paper presents the construction of the value curve, which took 540 hours of interviews and various focus groups. As a result, among other things, it highlights the importance of sensemaking and the diversity of information sources. Given these findings, it is considered that this paper contribute to the field of Business Strategy. Among others, the report describes the formation of teams, data collection mechanisms and development of value curve. The method for developing this article was based on an action research conducted by the authors during the development of EOA project. Besides the use of such a method, interviews and secondary data analysis were conducted.


Estratégia do Oceano Azul; Formação de Estratégias; Curva de Valor


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