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A Decision-Analytic Approach to Blue-Ocean Strategy Development

In: Operations Research Proceedings 2007

Author

Listed:
  • Matthias G. Raith

    (Otto-von-Guericke University)

  • Thorsten Staak

    (Otto-von-Guericke University)

  • Helge M. Wilker

    (Otto-von-Guericke University)

Abstract

The potential value created with a new product or service provided by a firm is given by the difference between its (monetary) benefit, in the view of the firm’s customers, and the unit production cost to the firm. To what extent this potential value can be exploited as a market opportunity depends on the firm’s success in obtaining a competitive advantage over other firms in the market. In order to acquire a competitive advantage, a firm must outperform its rivals in value creation (cf. Besanko et al. [1]).

Suggested Citation

  • Matthias G. Raith & Thorsten Staak & Helge M. Wilker, 2008. "A Decision-Analytic Approach to Blue-Ocean Strategy Development," Operations Research Proceedings, in: Jörg Kalcsics & Stefan Nickel (ed.), Operations Research Proceedings 2007, pages 225-229, Springer.
    • Handle: RePEc:spr:oprchp:978-3-540-77903-2_35
    DOI: 10.1007/978-3-540-77903-2_35
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