<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of the article is to explore opportunities for rethinking the strategy of small and medium enterprises (SMEs) using the “Blue Ocean” concept and its inherent value innovation paradigm as an alternative to the traditional competitive strategy rationale. The paper also highlights important aspects of analytical tools of a relatively less known practice for Bulgaria, such as the “Strategy Canvas”, the “Four Actions Framework”, the “Eliminate-Reduce-Raise-Create Grid” and the “Six Paths Framework”, and shows how to apply them when analysing and creating a new and uncontested market space. Special attention is paid to the possibilities concerning the practical use of the described tools in a leading SME from the Bulgarian knitwear industry.</p></abstract>

The purpose of the article is to explore opportunities for rethinking the strategy of small and medium enterprises (SMEs) using the “Blue Ocean” concept and its inherent value innovation paradigm as an alternative to the traditional competitive strategy rationale. The paper also highlights important aspects of analytical tools of a relatively less known practice for Bulgaria, such as the “Strategy Canvas”, the “Four Actions Framework”, the “Eliminate-Reduce-Raise-Create Grid” and the “Six Paths Framework”, and shows how to apply them when analysing and creating a new and uncontested market space. Special attention is paid to the possibilities concerning the practical use of the described tools in a leading SME from the Bulgarian knitwear industry.

Using Key “Blue Ocean” Tools for Strategy Rethinking of a SME: A Case from the Bulgarian Knitwear Industry

University of National and World Economy – Sofia

Economics and Business

This work is licensed under the Creative Commons Attribution 4.0 Public License.

The purpose of the article is to explore opportunities for rethinking the strategy of small and medium enterprises (SMEs) using the “Blue Ocean” concept and...

Using Key “Blue Ocean” Tools for Strategy Rethinking of a SME: A Case from the Bulgarian Knitwear Industry

Published Online: Sep 10, 2016

Page range: 104 - 110

DOI: https://doi.org/10.1515/eb-2016-0028

Keywords
“Blue Ocean” strategy, small and medium enterprise (SME), strategic management, value innovation

© 2016 Emil Papazov et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution 4.0 Public License.

Using Key “Blue Ocean” Tools for Strategy Rethinking of a SME: A Case from the Bulgarian Knitwear Industry

Published Online: Sep 10, 2016

Page range: 104 - 110

DOI: https://doi.org/10.1515/eb-2016-0028

Keywords“Blue Ocean” strategy, small and medium enterprise (SME), strategic management, value innovation

© 2016 Emil Papazov et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution 4.0 Public License.

Keywords
“Blue Ocean” strategy, small and medium enterprise (SME), strategic management, value innovation