For the United Arab Emirates (UAE), the adoption of the blue ocean strategy is associated with overcoming the restricted environment and acceptance of the possibility of creating a unique market space, where there will be no competitors. Such a strategy suggests refusing to share existing and often diminishing demand with others instead of redirecting their attention to growing demand and avoiding competition. The blue ocean strategy is aimed at encouraging companies to break out of the so-called red ocean of competition by creating a new market niche, where they would not face severe rivalry (Blue Ocean Team). As their similarities increase, customers progressively make their choices based on price. Today, the main goods and services tend to become more and more similar to each other.
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