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Red Ocean Strategy: A Literature Review

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  • Saurav Kumar

Abstract

Purpose: The term ocean strategy means market and the strategy in reference of being blue focuses on creating a very new segment which is yet to be developed as a full fledge market and termed the other industrial strategies to be as red ocean strategies. The article investigates the existence of red ocean strategy. Design/Methodology/Approach: A literature review of the most influancial articles in this subject. Findings: The authors mentioned that there are six common managerial beliefs as how to overcome competition in the business which they referred where false interpretations and named as red ocean traps. Practical Implications: Excessive exploitation of existing demands by making a better offer to customers with a view to beat competition is termed as red ocean strategy. Originality/Value: This review is the first to offer an in-depth overview of red ocean traps and red ocean strategy.

Suggested Citation

  • Saurav Kumar, 2023. "Red Ocean Strategy: A Literature Review," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 91-100.
    • Handle: RePEc:ers:ijebaa:v:xi:y:2023:i:4:p:91-100
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    References listed on IDEAS

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    1. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    2. Tyagi, Rajeev K., 2001. "Cost leadership and pricing," Economics Letters, Elsevier, vol. 72(2), pages 189-193, August.
    3. Hanyang Luo & Wugang Song & Wanhua Zhou & Xudong Lin & Sumin Yu, 2023. "An Analysis Framework to Reveal Automobile Users’ Preferences from Online User-Generated Content," Sustainability, MDPI, vol. 15(18), pages 1-29, September.
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    Cited by:

    1. Saurav Kumar, 2026. "Gen Alpha Brand Loyalty Theory," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 16(1), pages 44-55.

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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