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AAU Journal of Business and Law مجلة جامعة العين للأعمال والقانون

AAU Journal of Business and Law مجلة جامعة العين للأعمال والقانون

Abstract

This study aimed to identify the effect of applying the dimensions of the Blue Ocean strategy in achieving competitive advantage in Palestine Technical College - Deir Al-Balah. The researcher used the descriptive analytical method on the study population of (157) employees that was chosen from all the college employees. Due to the small study sample, the comprehensive survey method was used; the questionnaire was used as the main tool to collect data. From the (157) questionnaires that were distributed on the study population; (130) questionnaires were returned, i.e. (82.8%). The study revealed that the extend of applying the Blue Ocean strategy in Palestine Technical College was wide and with a relative weight of (71.57%). Also the level of competitive advantage was high; with a relative weight of (71.97%). There is also a statistically significant relationship between the dimensions of the blue ocean strategy (exclusion, reduction, increase, innovation) and achieving competitive advantage (cost, quality, response speed, innovation) in Palestine Technical College, where the correlation coefficient reached (0.756). The study also revealed that there is a statistical significance effect between the dimensions of the Blue Ocean strategy (increase and innovation) and the achievement of competitive advantage in Palestine Technical College, while the rest of the variables turned out to be weak. The study recommended the necessity of enhancing the role of the Blue Ocean strategy in its dimensions, and the continuity of its implementation by the researched college. Colleges that intend to implement the Blue Ocean Strategy should take into consideration the four dimensions of this strategy and adapt them to the changing environment of the colleges.

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