The Role of the Blue Ocean Strategy in Achieving a Competitive Advantage: An Empirical Study on Al - Rajhi Bank - KSA

Abstract

The aim of this research is to identify the extent to which the banking sector in Saudi Arabia has adopted the strategy of the Blue Ocean in enhancing competitive advantage. The study measured the effect of the blue ocean strategy dimensions (Eliminate, Reduce, Raise, Create) on competitive advantage. The research collected 96 surveys from employees from Al Rajhi Bank in Riyadh. The results of the factor analysis showed that the strategy of the Blue Ocean affects competitive advantage. The regression analysis also showed a significant correlation between the dimensions of the Blue Ocean strategy and competitive advantage.