Employing Blue Ocean Strategies to Achieve High Organizational Performance: A Descriptive-Analytical Study of the Opinions of a Sample of Individuals at Zain and Asiacell Mobile Telecommunications Companies in Nasiriyah
DOI:
https://doi.org/10.53819/81018102t5369Abstract
The study aimed to explore the role of the blue ocean strategy through its four dimensions-elimination, reduction, raising, and innovation-in enhancing high organizational performance. The study sought to create new, uncontested market spaces, thereby facilitating the achievement of targeted objectives. The study adopted both descriptive and analytical methodologies to examine the proposed model and hypotheses and to identify logical relationships among the study variables. The dimensions of the blue ocean strategy were treated as independent variables influencing the enhancement of high organizational performance, which was considered the dependent variable. Two telecommunications companies-Asiacell and Iraq Zain-were selected as the subjects of the study. A sample of 95 managerial leaders across various departments was surveyed. Their perspectives were gathered through a structured questionnaire developed by the researchers as the primary data collection instrument. The study found that level of attention to Blue Ocean Strategy (BOS) components was moderate to high, with the majority of respondents' answers for most items ranging from neutral to agree. This indicates a need for enhanced focus on Blue Ocean Strategies within the two companies under study. Moderate to high attention was accorded to high performance, as the majority of responses from the study sample ranged from neutral to high. This suggests a need to reinforce high performance in the two studied companies. Correlation analysis revealed a strong, positive and statistically significant relationship between Blue Ocean Strategies (BOS) and high performance. This signifies that increased attention to BOS components within Zain and Asia Cell Mobile Communications companies in Dhi Qar is associated with enhanced high performance. A statistically significant impact was found between Blue Ocean Strategies (BOS) and high performance. This explains that increased emphasis on BOS leads to an increase in high performance. The study recommends eliminating unprofitable traditional services. This is done by analyzing existing services and identifying those that no longer attract customers or generate sufficient profits, discontinuing these services, and directing resources to new and innovative services. Also eliminating inefficient processes by reviewing internal processes and identifying those that consume significant time and resources without adding value, and streamlining or outsourcing these processes to implement them more efficiently. Also, it is recommended developing new and innovative services that change the rules of the game in the telecommunications market.
Keywords: Blue Ocean Strategies, Organizational Performance, Zain, Asiacell, Mobile Telecommunications, Nasiriyah
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