Developing and Assessing Strategic Options for the Business

Rudolf Grünig, Richard Kühn and Dirk Morschett
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Rudolf Grünig: University of Fribourg
Richard Kühn: University of Bern
Dirk Morschett: University of Fribourg

Chapter 22 in The Strategy Planning Process, 2022, pp 203-217 from Springer

Abstract: Abstract This chapter deals with the development and assessment of business strategy options. It refers to the generic business strategies and the business model which are described in detail in Chap. 20 . In Sect. 22.2, the Blue Ocean strategies are explained in detail. A step-by-step approach on how to develop Blue Ocean strategies is described. The two examples of Southwest Airlines and yellowtail wine illustrate Blue Ocean strategies in practice. Then, the link between Blue Ocean strategies by Kim and Mauborgne and the generic business strategies by Porter is discussed. Finally, in Sect. 22.3, based on generic business strategies, business models, and the Blue Ocean strategies, a process for developing and assessing strategic options for a business is recommended. Concrete criteria for assessing business strategy options are proposed. An inset about a provider of bus trips illustrates the process.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-93918-2_22

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DOI: 10.1007/978-3-030-93918-2_22

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