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Empirical Validation of Blue Ocean Strategy Sustainability in an International Environment

Author

Listed:
  • Dvorak Jiri

    (University of Economics, Prague,Jindrichuv Hradec, Czech Republic)

  • Razova Ilona

    (University of Economics, Prague,Jindrichuv Hradec, Czech Republic)

Abstract

This article investigates the applicability of blue ocean strategy in regard to low-cost airlines in the civil airline industry. To do so, the commercial offers of selected airlines were compared to validate any attempts to apply the blue ocean strategy concept. This is followed by examining the time limitation of the concept in a competitive environment and is illustrated by the changes in the industry for the past 30 years and a comparison of offers from similar companies. The third issue is the evaluation of the further contribution of blue ocean strategy when it is recognized as time-limited. The importance of first-mover advantage, which could be based on the ability to capture an economy of scale and advantageously shape the market, is also discussed.

Suggested Citation

  • Dvorak Jiri & Razova Ilona, 2018. "Empirical Validation of Blue Ocean Strategy Sustainability in an International Environment," Foundations of Management, Sciendo, vol. 10(1), pages 143-162, September.
    • Handle: RePEc:vrs:founma:v:10:y:2018:i:1:p:143-162:n:12
    DOI: 10.2478/fman-2018-0012
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    References listed on IDEAS

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    1. AfDB AfDB, . "Annual Report 2012," Annual Report, African Development Bank, number 461.
    2. Michal Žabokrtský, 2011. "EU Air Transport Policy: Implications on Airlines and Airports [Letecká dopravní politika EU a její dopady na letecké společnosti a letiště]," Současná Evropa, Prague University of Economics and Business, vol. 2011(1), pages 161-182.
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