The Adoption of Blue Ocean Strategy to Sustain Competitive Advantage in the Syrian Food Industry

  • Aram Hanna Massoudi Department of Business Administration, College of Administrative and Financial Sciences, Cihan University-Erbil, Erbil, Kurdistan Region, Iraq
  • Mohamed Essam Ahmed Department of Business Administration, College of Administration and Economics, Mosul University, Nineveh, Iraq
Keywords: Blue Ocean, Red Ocean, Sustainable Competitive Advantage, Blue Ocean Strategy ‎Indicators, Syrian Food Industry


This study aims to detect the extent of adoption of the Blue Ocean Strategy in the Syrian ‎food industry companies and its role in improving its competitive advantage. Syrian ‎Companies need to shape their blue ocean strategy in accordance with consumer value, ‎price, cost, and adoption. This permits them to construct a feasible business model and ‎ensure that profits from the blue ocean is created. The study used descriptive-analytical ‎approach. The data were composed of a questionnaire distributed to 293 personnel ‎working in 85 Syrian food companies. Statistical Package for Social Science (SPSS 22) were ‎applied to analyze the data. The result showed there are a substantial interest by Syrian ‎food companies to adopt Blue Ocean strategy indicators in its operations. Also, there was ‎a significant relationship between the adoption of Blue Ocean Strategy and the ‎improvement of sustainable competitive advantage for the investigated companies. The ‎researchers suggested that Syrian companies should emphasize on the importance of the ‎innovation indicator and its role in producing new brands and creating markets free of ‎competition which sequentially contributes to increase in the company's market share. The ‎study achieves a qualitative benefit for both researchers and academics about the concept ‎of BOS because it is the first study that introduces the BOS and its impact on sustainable ‎competitive advantage in Syrian‎.


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Author Biographies

Aram Hanna Massoudi, Department of Business Administration, College of Administrative and Financial Sciences, Cihan University-Erbil, Erbil, Kurdistan Region, Iraq

Aram Hanna Massoudi: Dr. Aram Hanna Massoudi is a senior lecturer of Business Administration at Cihan University, Erbil, Iraq. He holds Ph.D. in Business Administration. Dr. Massoudi has contributed numerous articles to leading research journals and consulted with many companies on business and management. But Dr. Aram’s first love is teaching. He has been very active in Wadi International University, Syria and Cihan University, Iraq undergraduate business programs and he has received several campus-wide and business schools teaching appraises and awards. He has previously published three textbooks, Essentials of International Management, Introduction to Public Finance, and Business Anatomy.

Mohamed Essam Ahmed, Department of Business Administration, College of Administration and Economics, Mosul University, Nineveh, Iraq

Mohamed Essam Ahmed: Dr. Mohamed Essam Ahmed is currently a lecturer at college of Administration and Economics Mosul University, Iraq. He obtains his PhD. In Management from Mosul University since 2010. He participated in several high profile conferences in addition to his academic career. Dr. Mohamed heled several managerial positions at Mosul university.


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How to Cite
Massoudi, A., & Ahmed, M. (2021, December 28). The Adoption of Blue Ocean Strategy to Sustain Competitive Advantage in the Syrian Food Industry. UKH Journal of Social Sciences, 5(2), 34-49.
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