Study of the effectiveness of the Blue Ocean strategy in the Russian economy
Today, in various industries, supply is increasingly exceeding demand. As a result, there is a transformation of goods and services into consumer goods. The red oceans are all existing industries within which most companies fight for existing buyers. At the same time, they make a choice between differentiation and low costs (M. Porter's strategies). Blue oceans are new industries or strategic groupings within industries that are created on the principle of value innovation. The article discusses the results of a study among Russian managers and entrepreneurs of the awareness and practical application of various models of strategic management. Emphasis is placed on the study of the use of the Blue Ocean Strategy in the Russian economy (the authors are Wu Chan Kim and Renee Mauborgne, 1999). In total, 50 people took part in the study, 10 models of strategic management were considered. The authors reviewed the main development tools and value innovation in the Blue Ocean Strategy. Examples of international and Russian companies using the Blue Ocean Strategy in their development are given. The MT-Blue Ocean simulator is considered, which is actively used at the St. Petersburg Polytechnic University to train students, entrepreneurs and persons who improve their qualifications as part of the educational process on the Blue Ocean strategy.