IDEAS home Printed from https://ideas.repec.org/a/aae/journl/v21y2025i2p56-81.html

The role of green blue ocean strategy in enhancing frugal innovation through IoT and AI: A resource-based view perspective

Author

Listed:
  • Diana Aqmala

    (Ph.D., Lecturer, Associate Professor, Secretary of the Learning Development and Curriculum Department, Universitas Dian Nuswantoro, Jl. Nakula I, No. 5-11, Semarang, Central Java, Indonesia 50131)

  • Roymon Panjaitan

    (Ph.D. Candidate, Lecturer, Universitas Dian Nuswantoro, Jl. Nakula I, No. 5-11, Semarang, Central Java, Indonesia 50131)

  • Elia Ardyan

    (Ph.D., Lecturer, Associate Professor, Head of Management Department, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Kawasan CitraLand City CPI, Jalan Sunset Boulevard, Makassar, South Sulawesi Indonesia 90224)

  • Febrianur Ibnu Fitroh Sukono Putra

    (M.M., Lecturer, Assistant Professor, Head of Quality and Service Section at Quality Assurance Department, Universitas Dian Nuswantoro, Jl. Nakula I, No. 5-11, Semarang, Central Java, Indonesia 50131)

Abstract

PURPOSE: This study explores the role of Green Blue Ocean Strategy (GBOS) in promoting frugal innovation by leveraging IoT and AI from an RBV theoretical perspective, targeting creative entrepreneurs in Central Java, Indonesia. METHODOLOGY: A quantitative approach was used, with Structural Equation Modelling (SEM) analyzed via AMOS. Data from 262 creative entrepreneurs were collected through an online closed questionnaire using purposive sampling. FINDINGS: The study reveals that (1) IoT does not significantly impact frugal innovation, (2) AI positively influences frugal innovation, and (3) GBOS effectively mediates the relationship between IoT, AI, and frugal innovation, suggesting that integrating sustainable strategies with technology can lead to more cost-effective and inclusive innovations. IMPLICATIONS for theory and practice: The study extends the RBV framework by integrating the GBOS concept, demonstrating its effectiveness in optimizing digital technology for sustainability-driven innovation. It contributes to the literature on sustainability strategies and the Resource-Based View by introducing a novel theoretical model that links GBOS, IoT, and AI with frugal innovation. Practically, GBOS offers a pathway for creative entrepreneurs to overcome resource constraints and achieve competitive advantages through sustainable practices. ORIGINALITY AND VALUE: This study introduces Green Blue Ocean Strategy (GBOS) as a novel conceptual framework that extends the traditional Blue Ocean Strategy (BOS) by integrating sustainability principles. GBOS addresses both economic and environmental concerns, enabling businesses to achieve cost-effective innovation. Grounded in the Resource-Based View (RBV), this study systematically develops and empirically tests GBOS by linking it with IoT, AI, and frugal innovation. The framework offers a new lens for sustainable competitive advantage in resource-constrained environments.

Suggested Citation

  • Diana Aqmala & Roymon Panjaitan & Elia Ardyan & Febrianur Ibnu Fitroh Sukono Putra, 2025. "The role of green blue ocean strategy in enhancing frugal innovation through IoT and AI: A resource-based view perspective," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 21(2), pages 56-81.
    • Handle: RePEc:aae:journl:v:21:y:2025:i:2:p:56-81
    DOI: 10.7341/20252124
    as

    Download full text from publisher

    File URL: https://jemi.edu.pl/uploadedFiles/file/all-issues/vol21/issue2/JEMI_Vol21_Issue2_2025_Article4.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.7341/20252124?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aae:journl:v:21:y:2025:i:2:p:56-81. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anna Ujwary-Gil (email available below). General contact details of provider: https://fundacjacognitione.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.