BLUE OCEAN STRATEGY DALAM MENCIPTAKAN PELUANG PASAR BARU
DOI:
https://doi.org/10.34125/jmp.v11i5.3906Keywords:
Blue Ocean Strategy, inovasi nilai, peluang pasar baru, keunggulan kompetitif, keberlanjutan bisnis.Abstract
Increasingly dynamic business competition requires companies not only to maintain their positions in existing markets but also to develop new opportunities by creating differentiated customer value. This article aims to examine the role of Blue Ocean Strategy in creating new market opportunities, particularly through changes in competitive paradigms, value innovation, and strategy implementation to build competitive advantage and business sustainability. This study employs a qualitative approach using a literature review method. The literature is analyzed descriptively and analytically by organizing the discussion into three main themes: the concept of Blue Ocean Strategy and the shift in business competition paradigms; the mechanisms for creating market opportunities through value innovation and the Four Actions Framework; and strategy implementation in building competitive advantage and business sustainability. The review indicates that Blue Ocean Strategy offers a strategic perspective that extends beyond winning existing competition toward creating new market spaces through differentiated value propositions. Value innovation and the Four Actions Framework can help companies evaluate and redesign the value they offer to customers. However, creating new market opportunities does not automatically guarantee long-term business success. Strategic sustainability requires adequate resources, organizational capabilities, and continuous evaluation of changing customer needs and business environments. Therefore, Blue Ocean Strategy can be understood as a strategic approach that integrates value creation, market opportunity development, and organizational adaptation.
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