Proposition of the blue ocean marketing strategies in collaboration with a partner

Eva Smolková () and Samuel Smolka
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Eva Smolková: Comenius University in Bratislava, Bratislava, Slovak Republic
Samuel Smolka: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2016, vol. 11, issue 1, 22-34

Abstract: Those who aim to create and implement marketing strategies based on the creation of new competitive advantages have to change their view not only on the process of strategy development, but also on what and how to analyze, which classical or non-classical tools to use, whether and how to prepare value innovations. Smart search options in the use of opportunities created by the company itself or in cooperation with its partners is a process for which no proven management approaches and practices exist. Thinking about opportunities how to create marketing strategies for companies wanting to implement a blue ocean strategy has its specifications and depends not only on whether and what competitive advantages to project but also on how to manage businesses entering the way of blue ocean strategies. The aim of the article is to highlight the need for changes in creating marketing strategies of companies that prefer the blue ocean strategy, and to argue with the authors of this strategy. Because they think that every company, regardless of the industry in which it operates and of competitive advantages it creates, can take the blue ocean strategy and work on it in the long run. Besides change factors in the blue ocean strategy, the aim of the paper is to highlight the importance of strategic partnerships and marketing in terms of their impact on competitiveness in relation to the named strategy. Relations between companies have changed in recent decades, the types of relations and the reasons for which partnerships are formed, are changing too – this has an impact on the strategic direction of the company, particularly on marketing strategies used by companies. This article deals with these changes in relation to the blue ocean strategies and points to the possibility of using non-traditional methods to penetrate into new market areas, to create new products and find customers who have never been addressed before.

Keywords: strategic partnerships; marketing partnerships; blue ocean strategies; competitiveness (search for similar items in EconPapers)
JEL-codes: D04 M20 M30 (search for similar items in EconPapers)
Date: 2016
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