A Study on Blue Ocean Strategy and Health Sector Practices

Year 2020, Volume: 18 Issue: 2, 245 - 261, 24.06.2020

Uğur Uğrak , Özgür Uğurluoğlu

https://doi.org/10.18026/cbayarsos.643784

Abstract

Since blue ocean strategy was put forward, it has been intensely interested by both business world and academic community. Particularly, because of blue ocean strategy’s offer to make competition irrelevant by creating untapped demand, blue ocean strategy has been successfully applied by various industries. As in many industries, health sector, in which a highly competitive environment is in effect can be one of the sectors in which blue ocean strategy can be applied. This study, conducting international literature survey, aim at presenting conceptual framework of blue ocean strategy and a perspective for applicability of blue ocean strategy in health sector. In literature survey, it was seen blue ocean strategy was successfully applied across various sectors. Though practices of the blue ocean strategy in health sector have been limited yet, depending on its success in different sectors, it is considered to have potential to be applied in health care sector.

Mavi Okyanus Stratejisi ve Sağlık Sektörü Uygulamaları Üzerinde Bir Çalışma

Abstract

Mavi okyanus stratejisi ortaya atıldığı günden beri hem iş dünyası hem de akademik camia tarafından yoğun ilgi görmüştür. Özellikle mavi okyanus stratejisinin yeni talep alanları oluşturarak, rekabeti anlamsız bırakma önerisi nedeniyle, farklı endüstriler tarafından başarıyla uygulanmıştır. Pek çok endüstride olduğu gibi, yoğun rekabet ortamının olduğu sağlık sektörü mavi okyanus stratejisinin uygulanabileceği sektörlerden biri olabilir. Bu çalışma uluslararası literatür taraması yaparak, “mavi okyanus stratejisinin” kavramsal çerçevesini ve bu stratejinin sağlık sektöründe uygulanabilirliğine yönelik bir bakış açısını ortaya koymayı hedeflenmektedir. Yapılan literatür taramasında, mavi okyanus stratejisinin birçok sektörde başarı ile uygulandığı görülmüştür. Sağlık sektöründeki uygulamalarının henüz sınırlı olmasına rağmen, çeşitli sektörlerdeki başarısına dayanarak mavi okyanus stratejisinin sağlık hizmet alanında uygulanma potansiyelinin olduğu değerlendirilmektedir.

Keywords

Mavi okyanus stratejisi, Sağlık sektörü, Sağlık hizmetleri

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