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Metropolitan University , Belgrade , Serbia
Independent researcher , Podgorica , Montenegro
Banja Luka College , Banja Luka , Bosnia and Herzegovina
In today’s volatile business environment, the Blue Ocean Strategy (BOS) has proved as a prominent framework for creating an uncontested market space for achieving sustainable growth. Applying this strategy also achieves a new way of adding value for consumers, clients, stakeholders, and consequently, the local community. This paper examines how contemporary issues and trends affect the implementation and effectiveness of the Blue Ocean Strategy. The focus of the research will be on examples of companies that have successfully used the principles of BOS in facing the challenges of the new age, such as rapid technological progress, the rise of the sharing economy and competition. The examples show the implementation of the Blue Ocean Strategy both in large companies and in SMEs, whether the BOS is applied in B2B, B2C, or B2B2C business models, both on a global scale and in the region. Our aim is to illustrate effective strategies and highlight the importance of creative thinking needed to design sustainable business approaches in today’s permacrisis. As a part of research, BOS case study would be described on the local enterprise.
blue ocean strategy, disruptive innovation, non-disruptive innovation, sustainable growth, sharing economy
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