The Key Theories Underpinning Blue Ocean Strategy by Chan Kim Mauborgne Free Essay Example, 5750 words

However, the evolution of blue ocean marketing strategy has fuelled polarised debate, with some arguing that marketing is the unlikely source of blue ocean strategies so it has limited value in the strategic debate on companies . The focus of this paper is to critically evaluate this statement. It is submitted at the outset that the contemporary marketplace, particularly in context of the evolution of the internet business model has forced businesses to rethink corporate marketing strategy and this is further highlighted by the proliferation of the multi-channel retailing paradigm as required retailers to innovate in order to maintain position in the marketplace (Levy Weitz, 2008). As such, it is submitted that it is far too dogmatic to simply assert that marketing is the unlikely source of blue ocean strategies so it has limited value in the strategic debate on companies and that conversely, blue ocean strategy has arguably become essential to effective capitalism, providing the foundation of dynamism in line with Schumpeter s theory that the evolution and sustainability of a successful business model is not dependant on how capitalism administers existing models, but rather with how it destroys them through creativity to survive long-term growth (Metcalfe, J.We will write a custom essay sample on The Key Theories Underpinning Blue Ocean Strategy by Chan Kim & Mauborgne or any topic specifically for you Only $17.96 $11.86/page