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A Study on Blue Ocean Strategy and Health Sector Practices

Yıl 2020, Cilt: 18 Sayı: 2, 245 - 261, 24.06.2020
https://doi.org/10.18026/cbayarsos.643784

Öz

Since blue ocean strategy was put forward, it has been intensely interested by both business world and academic community. Particularly, because of blue ocean strategy’s offer to make competition irrelevant by creating untapped demand, blue ocean strategy has been successfully applied by various industries. As in many industries, health sector, in which a highly competitive environment is in effect can be one of the sectors in which blue ocean strategy can be applied. This study, conducting international literature survey, aim at presenting conceptual framework of blue ocean strategy and a perspective for applicability of blue ocean strategy in health sector. In literature survey, it was seen blue ocean strategy was successfully applied across various sectors. Though practices of the blue ocean strategy in health sector have been limited yet, depending on its success in different sectors, it is considered to have potential to be applied in health care sector.

Kaynakça

  • Ahuja, L. (2010). Study of For-Profit Family Physician Based Health Models Nationwide Primary Healthcare Pvt. Ltd. Bangalore, India.
  • Barutçu, Ş. (2014). The Usage of Blue Ocean Strategy in City Marketing; Case of Bodrum. Yeditepe University Institute of Social Science, Department of Integrated Marketing Communication Management Master Thesis, İstanbul.
  • Barwise, P. ve Meehan, S. (2012). Innovating Beyond Blue Ocean. Market Leader, Quarter 4.
  • Buisson, B. ve Silberzahn, P. (2010). Blue Ocean or Fast-Second Innovation? A Four-Breakthrough Model to Explain Successful Market Domination. International Journal of Innovation Management, 14(03), 359-378.
  • Cengiz, S. (2013). Çağdaş yönetim teorileri altı sigma, kriz yönetimi, mavi okyanus ve kaos teorisinin iletme performansları üzerinde etkileri, Türkiye'den bir ampirik çalışma. Beykent Üniversitesi Sosyal Bilimler Enstitüsü İşletme Yönetimi Bilim Dalı Yüksek Lisans Tezi, İstanbul. Chakrabarti, M. (2014). Blue Ocean Marketing Strategy (BOMS): An Overview. Abhinav-International Monthly Refereed Journal Of Research In Management & Technology (Online ISSN 2320-0073), 3(6), 68-73.
  • Čirjevskis, A., Homenko, G. ve Lačinova, V. (2011). How to Implement Blue Ocean Strategy (BOS) in B2B Sector. Business, Management and Education, 9(2), 201-215.
  • Collaboration Health Care. (2008). Exploring Blue Oceans in 2008, Aligning Ideas with Execution to Improve Health Care Today, 1 (3), 1-2
  • Dehkordi, G. J., Rezvani, S. ve Behravan, N. (2012). Blue Ocean Strategy: A Study Over A Strategy Which Help the Firm to Survive from Competitive Environment. International Journal of Academic Research in Business and Social Sciences, 2(6), 477.
  • Eboreime, O. F., Gbandi, E. C., Zaini, A., Hadiwidjojo, D., Rohman, F., Maskie, G., Onukwuli, A. G., Akam, U. G., Onwuka, E. M. ve Omunjalu, B. S. (2014). Blue-Ocean Strategy: The Strategic Logic of High Growth for Small and Medium Enterprises in Nigeria. Journal of Management Development, 22, 863-880.
  • Ergen, A. (2011). Stratejik Düşünce Yaratma: Mavi Okyanusa Yelken Açma. Pazarlama ve Pazarlama Araştırmaları Derneği Dergisi, 4(7).
  • Haavisto, V. (2005). Creative Forces Make Blue Oceans–A Study of Creativity Accompanying Industrial Strategy Making. Taideteollinen korkeakoulu. Joining Forces. Saatavissa: http://www2. uiah. fi/joiningforces/papers/Haavisto. pdf.
  • Kabukin, D. (2014). Reviewing the Blue Ocean Strategy. Is the Blue Ocean Strategy valid and reliable?, University of Twente, Business Administration Innovation & Entrepreneurship Master Thesis.
  • Kamal, A. H. ve Dionne-Odom, J. N. (2016). A Blue Ocean Strategy for Palliative Care: Focus on Family Caregivers. Journal of pain and symptom management, 51(3), e1-e3.
  • Kang, S. ve Li, D. (2013). Blue Ocean strategic planning of acupuncture clinics’ business in Copenhagen-adapt “Jiankang Clinic” as a case study. Rosklide University.
  • Kim, W. C. (2008). Blue Ocean Strategy challenges companies to make competition irrelevant. Academy Magazine(Autumn), 18-21.
  • Kim, W. C. ve Mauborgne, R. (2004). Blue ocean strategy. Harvard Business Review.
  • Kim, W. C. ve Mauborgne, R. (2005a). Value innovation: a leap into the blue ocean. Journal of Business Strategy, 26(4), 22-28.
  • Kim, W. C. ve Mauborgne, R. (2005b). Blue ocean strategy: from theory to practice. California management review, 47(3), 105-121.
  • Kim, W. C. ve Mauborgne, R. (2005c). Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant: Harvard Business Review Press.
  • Kim, W. C. ve Mauborgne, R. (2009). How strategy shapes structure. Harvard Business Review, 87(9), 72-80.
  • Kirfi, M. M. W., Ajadi, I. A. ve Aliyu, A. A. (2013). Blue Ocean Strategy and the Future of Public Sector: A Study Of Health Insurance Reforms Implementation in Nigeria. International Journal of Business and Management Invention, 2(5), 67-74.
  • Lainos, I. (2011). Red Ocean vs Blue Ocean Strategies. University of Piraeus Master Thesis.
  • Leavy, B. (2005). Value pioneering – how to discover your own “blue ocean”: interview with W. Chan Kim and Renée Mauborgne. Strategy & Leadership, 33(6), 13-20.
  • Nasrollahzadeh, T., Marsono, A. K. ve Tap, M. (2014). Applying the Principles of Blue Ocean Strategy in Supply Chain Management on Corporate Performance. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 4(5), 1-4.
  • New Jersey Health Department (2012). Cardiac Surgery in New Jersey, Health Care Quality Assessment, Health Care Quality Assessment Office of Policy and Strategic Planning.
  • Nicolas, G. (2011). The evolution of strategic thinking and practices: Blue Ocean Strategy.
  • O’Gorman, P. (2008). Wii: Creating a Blue Ocean the Nintendo Way. Palermo Business Review(April).
  • Orros, G. C. ve Howell, J. (2008). Creating value through integrated ERM for healthcare insurers in Europe. Paper presented at the ERM Symposium, Chicago, Illinois. Available at: http://www. ermsymposium. org/2008/pdf/papers/Orros. pdf.
  • Parvinen, P., Aspara, J., Hietanen, J. ve Kajalo, S. (2011). Awareness, action and context‐specificity of blue ocean practices in sales management. Management Decision, 49(8), 1218-1234.
  • Rawabdeh, I., Raqab, A., Al-Nimri, D. ve Haddadine, S. (2012). Blue Ocean Strategy as a Tool for Improving a Company's Marketing Function: The Case of Jordan. Jordan Journal of Business Administration, 8(2), 390-407.
  • Savage, C. ve Brommels, M. (2008). Innovation in medical education: how Linkoping created a Blue Ocean for medical education in Sweden. Med Teach, 30(5), 501-507.
  • Sheehan, N. T. ve Vaidyanathan, G. (2009). Using a value creation compass to discover “Blue Oceans”. Strategy & Leadership, 37(2), 13-20.
  • Štverková, H., Červinka, M. ve Humlová, V. (2012). The Impact of Blue Ocean Strategy in Low-cost Transport. Paper presented at the 2012 International Conference on Traffic and Transportation Engineering (ICTTE 2012), Singapore.
  • Tabari, M., Ziabari, M., Radmard, M. ve Radmard, M. (2014). The role of a blue ocean strategy on performance evaluation. Management Science Letters, 4(8), 1611-1618.
  • Ülgen, H. ve Mirze, S. K. (2013). İşletmelerde stratejik yönetim: Beta Basım Yayın, İstanbul.
  • Welch, S. J. ve Edmondson, B. (2011). Commentary: Applying Blue Ocean Strategy to the foundation of Accountable Care. Am J Med Qual, 27(3), 256-257.
  • Zemsky, P. (2015). Blue Ocean Strategy. Salamander Insead Alumnı Magazıne(February).

Mavi Okyanus Stratejisi ve Sağlık Sektörü Uygulamaları Üzerinde Bir Çalışma

Yıl 2020, Cilt: 18 Sayı: 2, 245 - 261, 24.06.2020
https://doi.org/10.18026/cbayarsos.643784

Öz

Mavi okyanus stratejisi ortaya atıldığı günden beri hem iş dünyası hem de akademik camia tarafından yoğun ilgi görmüştür. Özellikle mavi okyanus stratejisinin yeni talep alanları oluşturarak, rekabeti anlamsız bırakma önerisi nedeniyle, farklı endüstriler tarafından başarıyla uygulanmıştır. Pek çok endüstride olduğu gibi, yoğun rekabet ortamının olduğu sağlık sektörü mavi okyanus stratejisinin uygulanabileceği sektörlerden biri olabilir. Bu çalışma uluslararası literatür taraması yaparak, “mavi okyanus stratejisinin” kavramsal çerçevesini ve bu stratejinin sağlık sektöründe uygulanabilirliğine yönelik bir bakış açısını ortaya koymayı hedeflenmektedir. Yapılan literatür taramasında, mavi okyanus stratejisinin birçok sektörde başarı ile uygulandığı görülmüştür. Sağlık sektöründeki uygulamalarının henüz sınırlı olmasına rağmen, çeşitli sektörlerdeki başarısına dayanarak mavi okyanus stratejisinin sağlık hizmet alanında uygulanma potansiyelinin olduğu değerlendirilmektedir.

Kaynakça

  • Ahuja, L. (2010). Study of For-Profit Family Physician Based Health Models Nationwide Primary Healthcare Pvt. Ltd. Bangalore, India.
  • Barutçu, Ş. (2014). The Usage of Blue Ocean Strategy in City Marketing; Case of Bodrum. Yeditepe University Institute of Social Science, Department of Integrated Marketing Communication Management Master Thesis, İstanbul.
  • Barwise, P. ve Meehan, S. (2012). Innovating Beyond Blue Ocean. Market Leader, Quarter 4.
  • Buisson, B. ve Silberzahn, P. (2010). Blue Ocean or Fast-Second Innovation? A Four-Breakthrough Model to Explain Successful Market Domination. International Journal of Innovation Management, 14(03), 359-378.
  • Cengiz, S. (2013). Çağdaş yönetim teorileri altı sigma, kriz yönetimi, mavi okyanus ve kaos teorisinin iletme performansları üzerinde etkileri, Türkiye'den bir ampirik çalışma. Beykent Üniversitesi Sosyal Bilimler Enstitüsü İşletme Yönetimi Bilim Dalı Yüksek Lisans Tezi, İstanbul. Chakrabarti, M. (2014). Blue Ocean Marketing Strategy (BOMS): An Overview. Abhinav-International Monthly Refereed Journal Of Research In Management & Technology (Online ISSN 2320-0073), 3(6), 68-73.
  • Čirjevskis, A., Homenko, G. ve Lačinova, V. (2011). How to Implement Blue Ocean Strategy (BOS) in B2B Sector. Business, Management and Education, 9(2), 201-215.
  • Collaboration Health Care. (2008). Exploring Blue Oceans in 2008, Aligning Ideas with Execution to Improve Health Care Today, 1 (3), 1-2
  • Dehkordi, G. J., Rezvani, S. ve Behravan, N. (2012). Blue Ocean Strategy: A Study Over A Strategy Which Help the Firm to Survive from Competitive Environment. International Journal of Academic Research in Business and Social Sciences, 2(6), 477.
  • Eboreime, O. F., Gbandi, E. C., Zaini, A., Hadiwidjojo, D., Rohman, F., Maskie, G., Onukwuli, A. G., Akam, U. G., Onwuka, E. M. ve Omunjalu, B. S. (2014). Blue-Ocean Strategy: The Strategic Logic of High Growth for Small and Medium Enterprises in Nigeria. Journal of Management Development, 22, 863-880.
  • Ergen, A. (2011). Stratejik Düşünce Yaratma: Mavi Okyanusa Yelken Açma. Pazarlama ve Pazarlama Araştırmaları Derneği Dergisi, 4(7).
  • Haavisto, V. (2005). Creative Forces Make Blue Oceans–A Study of Creativity Accompanying Industrial Strategy Making. Taideteollinen korkeakoulu. Joining Forces. Saatavissa: http://www2. uiah. fi/joiningforces/papers/Haavisto. pdf.
  • Kabukin, D. (2014). Reviewing the Blue Ocean Strategy. Is the Blue Ocean Strategy valid and reliable?, University of Twente, Business Administration Innovation & Entrepreneurship Master Thesis.
  • Kamal, A. H. ve Dionne-Odom, J. N. (2016). A Blue Ocean Strategy for Palliative Care: Focus on Family Caregivers. Journal of pain and symptom management, 51(3), e1-e3.
  • Kang, S. ve Li, D. (2013). Blue Ocean strategic planning of acupuncture clinics’ business in Copenhagen-adapt “Jiankang Clinic” as a case study. Rosklide University.
  • Kim, W. C. (2008). Blue Ocean Strategy challenges companies to make competition irrelevant. Academy Magazine(Autumn), 18-21.
  • Kim, W. C. ve Mauborgne, R. (2004). Blue ocean strategy. Harvard Business Review.
  • Kim, W. C. ve Mauborgne, R. (2005a). Value innovation: a leap into the blue ocean. Journal of Business Strategy, 26(4), 22-28.
  • Kim, W. C. ve Mauborgne, R. (2005b). Blue ocean strategy: from theory to practice. California management review, 47(3), 105-121.
  • Kim, W. C. ve Mauborgne, R. (2005c). Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant: Harvard Business Review Press.
  • Kim, W. C. ve Mauborgne, R. (2009). How strategy shapes structure. Harvard Business Review, 87(9), 72-80.
  • Kirfi, M. M. W., Ajadi, I. A. ve Aliyu, A. A. (2013). Blue Ocean Strategy and the Future of Public Sector: A Study Of Health Insurance Reforms Implementation in Nigeria. International Journal of Business and Management Invention, 2(5), 67-74.
  • Lainos, I. (2011). Red Ocean vs Blue Ocean Strategies. University of Piraeus Master Thesis.
  • Leavy, B. (2005). Value pioneering – how to discover your own “blue ocean”: interview with W. Chan Kim and Renée Mauborgne. Strategy & Leadership, 33(6), 13-20.
  • Nasrollahzadeh, T., Marsono, A. K. ve Tap, M. (2014). Applying the Principles of Blue Ocean Strategy in Supply Chain Management on Corporate Performance. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 4(5), 1-4.
  • New Jersey Health Department (2012). Cardiac Surgery in New Jersey, Health Care Quality Assessment, Health Care Quality Assessment Office of Policy and Strategic Planning.
  • Nicolas, G. (2011). The evolution of strategic thinking and practices: Blue Ocean Strategy.
  • O’Gorman, P. (2008). Wii: Creating a Blue Ocean the Nintendo Way. Palermo Business Review(April).
  • Orros, G. C. ve Howell, J. (2008). Creating value through integrated ERM for healthcare insurers in Europe. Paper presented at the ERM Symposium, Chicago, Illinois. Available at: http://www. ermsymposium. org/2008/pdf/papers/Orros. pdf.
  • Parvinen, P., Aspara, J., Hietanen, J. ve Kajalo, S. (2011). Awareness, action and context‐specificity of blue ocean practices in sales management. Management Decision, 49(8), 1218-1234.
  • Rawabdeh, I., Raqab, A., Al-Nimri, D. ve Haddadine, S. (2012). Blue Ocean Strategy as a Tool for Improving a Company's Marketing Function: The Case of Jordan. Jordan Journal of Business Administration, 8(2), 390-407.
  • Savage, C. ve Brommels, M. (2008). Innovation in medical education: how Linkoping created a Blue Ocean for medical education in Sweden. Med Teach, 30(5), 501-507.
  • Sheehan, N. T. ve Vaidyanathan, G. (2009). Using a value creation compass to discover “Blue Oceans”. Strategy & Leadership, 37(2), 13-20.
  • Štverková, H., Červinka, M. ve Humlová, V. (2012). The Impact of Blue Ocean Strategy in Low-cost Transport. Paper presented at the 2012 International Conference on Traffic and Transportation Engineering (ICTTE 2012), Singapore.
  • Tabari, M., Ziabari, M., Radmard, M. ve Radmard, M. (2014). The role of a blue ocean strategy on performance evaluation. Management Science Letters, 4(8), 1611-1618.
  • Ülgen, H. ve Mirze, S. K. (2013). İşletmelerde stratejik yönetim: Beta Basım Yayın, İstanbul.
  • Welch, S. J. ve Edmondson, B. (2011). Commentary: Applying Blue Ocean Strategy to the foundation of Accountable Care. Am J Med Qual, 27(3), 256-257.
  • Zemsky, P. (2015). Blue Ocean Strategy. Salamander Insead Alumnı Magazıne(February).
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm İktisadi ve idari Bilimler Sayısı
Yazarlar

Uğur Uğrak 0000-0002-6043-835X

Özgür Uğurluoğlu 0000-0002-9453-9925

Yayımlanma Tarihi 24 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 18 Sayı: 2

Kaynak Göster

APA Uğrak, U., & Uğurluoğlu, Ö. (2020). Mavi Okyanus Stratejisi ve Sağlık Sektörü Uygulamaları Üzerinde Bir Çalışma. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 18(2), 245-261. https://doi.org/10.18026/cbayarsos.643784