Abstract:

Since the blue ocean strategy was revealed, it has been very interested in both the business world and the academic camia. In particular, the blue ocean strategy has been successfully implemented by different industries due to its recommendation to leave competition meaningless, creating new demand areas. As in many industries, the health sector with an intense competitive environment can be one of the sectors where the Blue Ocean Strategy can be implemented. This study, by conducting an international literature scan, aims to reveal the conceptual framework of the "Blue Ocean Strategy" and a perspective on the applicability of this strategy in the health sector. The scan of the literature has shown that the blue ocean strategy has been successfully implemented in many sectors. Although its practices in the health sector are still limited, it is estimated that on the basis of its success in various sectors, the Blue Ocean strategy has the potential to be implemented in the healthcare sector.

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Abstract:

Since blue ocean strategy was put forward, it has been intensely interested by both business world and academic community. Particularly, because of blue ocean strategy’s offer to make competition irrelevant by creating untapped demand, blue ocean strategy has been successfully applied by various industries. As in many industries, health sector, in which a highly competitive environment is in effect can be one of the sectors in which blue ocean strategy can be applied. This study, conducting international literature survey, aim at presenting conceptual framework of blue ocean strategy and a perspective for applicability of blue ocean strategy in health sector. In literature survey, it was seen blue ocean strategy was successfully applied across various sectors. Though practices of the blue ocean strategy in health sector have been limited yet, depending on its success in different sectors, it is considered to have potential to be applied in health care sector.