A Model for Implementation of Blue Ocean Strategy Based on Grounded Theory

Today's business environment is very complex and dynamic. The competition to gain more market share has led to a fundamental challenge for businesses, and moving towards creating value and innovation is the only way to get rid of these challenges. No matter how good the formulation of the strategy is, it is not enough on its own, and its implementation in practice is an undeniable necessity. Based on this, the current research has been conducted with the aim of designing a model for the implementation of the blue ocean strategy in the dairy industry.

To carry out this research, which has an interpretative philosophical basis and an inductive approach, the qualitative method and systematic foundation data theory strategy have been used. Participants were selected based on purposeful sampling and snowball technique. The data collection tool was an interview with 9 experts working in the dairy industry of Hamadan province. Also, three-step coding method of open coding, central coding and selective coding was used to analyze the research data.

Research data after analysis in the form of blue ocean strategy implementation model as a central category, causal conditions (strategic alignment, interactions and communications, systems and technology, organizational structure, operational planning, culture of participation, management skills and human resources), background factors (management conditions, manpower conditions and organizational conditions), intervening conditions (influence of factors outside the industry, influence of factors within the industry), strategies (creation, elimination, reduction and increase) and consequences (achieving the goals of implementing the blue ocean strategy in the organization) , improving the effectiveness of activities and improving the performance of the organization) were categorized.

The research model can be used as a guide for managers to plan and implement the blue ocean strategy in the dairy industry to enter new markets and eliminate or reduce competition.