RED OCEAN VS BLUE OCEAN STRATEGY: COMPARATIVE ANALYSIS IN CREATING COMPETITIVE ADVANTAGE
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Ramlah Ramlah(1*)
Pascasarjana Universitas Islam Negeri Alauddin Makassar
-
Titin Hardianti(2)
Pascasarjana Universitas Islam Negeri Alauddin Makassar
-
Rahmawati Rahmawati(3)
Pascasarjana Universitas Islam Negeri Alauddin Makassar
-
Murtiadi Awaluddin(4)
Pascasarjana Universitas Islam Negeri Alauddin Makassar
-
Sudirman Sudirman(5)
Pascasarjana Universitas Islam Negeri Alauddin Makassar
(*) Corresponding Author
Keywords:
Red Ocean Strategy, Blue Ocean Strategy, Competitive Advantage, Strategic Management
Abstract
In an increasingly competitive business world, companies are required to innovate in order to maintain a competitive advantage. This article aims to analyze the comparison between Red Ocean and Blue Ocean strategies in creating competitive advantage. The research method used is a literature review, by collecting and analyzing related literature from various sources, including scientific journals and research reports. The results of the study indicate that the the Red Ocean Strategy focuses on competition in existing markets, encouraging companies to increase efficiency and product differentiation, but often traps them in price wars. In contrast, Blue Ocean Strategy offers an innovative approach by creating new market space that reduces the intensity of competition, allowing companies to build advantages that are difficult to imitate. Understanding these two strategies is important for determining strategic directions that are in accordance with dynamic market conditions.
Keywords: Red Ocean Strategy; Blue Ocean Strategy; Competitive Advantage; Strategic Management
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References
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Artanto, A. T., Pratama, A., Sukirmiyadi, Kusnarto, & Sholihatin, E. S. (2021). Pemberdayaan UMKM Kampoeng Batik Jetis Kabupaten Sidoarjo melalui Strategi Branding Pada Era Disrupsi. Journal of Governance and Administrative Reform, 2(1), 13–26. https://doi.org/10.20473/jgar.v2i1.30071
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Bastian, M., & Ali, M. (2018). Implementasi Porter ’ S Generic Strategies Dan Blue Ocean Strategy Pada Industri Manufaktur Dalam Menghadapi Revolusi Industry 4.0. Jurnal SWOT, VIII(2), 383–397.
Bella, A., Rohmah, N., Putri, R. A., Pratiwi, R., & Hermastho, B. (2024). Pendekatan Blue Ocean Strategi Dalam Persaingan Bisnis di Kota Semarang ( Studi Empiris : Soto Sawah Mbak Tutik ). Jurnal Manajemen, 11(2), 137–144.
Caldwell, C., & Anderson, V. (2017). Blue ocean strategies and disruptive innovation: Creative insights for competitive advantage. In Competitive Advantage: Strategies, Management and Performance (pp. 97–108).
Chairunnnisa, Aji, F., & Wijaya, A. N. (2023). Employee engagement : a literature review Keterlibatan karyawan : penelusuran literatur. Psikologia: Jurnal Pemikiran Dan Penelitian Psikologi, 18(2), 149–163.
Cressman, D. (2021). D. innovation: A. organizational strategy and a technological concept. (2021). Disruptive innovation: An organizational strategy and a technological concept. In In Handbook on Alternative Theories of Innovation (pp. 182–196).
Desak M. W., & Mahyuni, L. P. (2022). Blue Ocean Strategy to Increase the Competitiveness of Egy. Budapest International Research and Critics Institute Journal, 5(2), 13961–13969.
Fadjri, S., Daihani, D. U., & Kisowo, I. (2021). Rancangan Strategi Kupa Ngupi dengan Pendekatan Blue Ocean Strategy. Jurnal Teknik Industri, 11(3), 186–195. https://doi.org/10.25105/jti.v11i3.13056
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Gao, R. (2021). The Theory and Development of Business Ecosystems. Advances in Economics, Business and Management Research, 203, 2255–2260.
Giovanni, S. C., Duran, F. X. S., & Malinda, M. (2023). Pengembangan Bisnis Minyak Atsiri Lokal menjadi Berskala Internasional dengan Menggunakan Perspektif Blue Ocean Strategy (Kasus pada Sarana Aroma Sejati (SAS) Garut). Seminar Nasional Teknik Dan Manajemen Industri, 2(1), 80–89.
https://doi.org/10.28932/sentekmi2023.v2i1.129
Hamid, E. A., Bahari, M. F. Y., Hendrayana, E., & Heriyanto. (2024). Penerapan Blue Ocean Strategy pada Pendidikan Mikro Menengah. Journal of Education Research, 5(4), 5641–5651.
Harianto, E., & Lookman, C. (2021). Implementation of Blue Ocean Strategy for long-term business strategy in land transporter companies in Indonesia. International Journal of Economics, Business and Accounting Research, 5(3), 822–833.
Hawa, S. D., Rosmi, R. F., Faustina, E., Ismail, & Yani, T. P. (2024). Pelatihan Strategi Pemasaran Blue Ocean Umkm Melalui Diferensiasi Produk Dan Mesin Press. Communnity Development Journal, 5(5), 9460–9466.
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Izzaty, N., Pramuditha, R. S., Sastra, H. Y., & Asmadi, D. (2024). Perancangan Strategi Pengembangan Bisnis Bakery dengan Pendekatan Blue Ocean Strategy (Studi Kasus). Performa: Media Ilmiah Teknik Industri, 23(1), 1–9. https://doi.org/10.20961/performa.23.1.72087
Kardana, M. T., & Lahindah, L. (2022). Penerapan Strategy Blue Ocean Pada Kopi Biru Untuk Meraih Value Innovation. Journal of Accounting and Business Studies, 6(1), 19–34. https://doi.org/10.61769/jabs.v6i1.511
Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant.
Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy.
Kumar, S. (2023). Literature Review Red Ocean Strategy. Global Journal Of Management and Business Research: A Administration and Management, 23(9), 71–75.
Kumar, S. (2023). Red Ocean Strategy : A Literature Review. International Journal of Economics and Business Administration, XI(4), 91–100.
Maheshwari, A. (2024). An Analysis of Red Ocean Strategy: Indian Business Context. International Journal of Research in Finance and Marketing (IJRFM), 14(10), 1–8.
Manimozhi, G., & Srinivasan, P. (2018). A Meta Synthesis of Content Analysis Approaches. American Journal of Educational Research, 6(6), 632–637.
https://doi.org/10.12691/education-6-6-8
Meidita, T., Sukmono, Y., & Tosungku, L. O. A. S. (2023). Perumusan Strategi Pemasaran Produk Rengginang Dengan Penerapan Formulasi Manajemen Strategi. Jurnal Teknik Industri: Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 9(1), 155–166. https://doi.org/10.24014/jti.v9i1.21408
Melendez, A., N. M., Ruiz U., M. H., & Cruzat, P. P. O. (2022). Blue Ocean Strategy: A look from the literature. Institute of Electrical and Electronics Engineers Inc.
Mohammad, F. (2005). Inovasi Tanpa Batas Membangun Bisnis Dari Ide ke Realita. CV. Mega Press Nusantara.
Nasikah, U., Ismawati, F., Sari, I. N., Purwati, N., & Pratiwi, R. (2022). Pendekatan Blue Ocean Strategi Dalam Persaingan Bisnis (Studi Empiris : Hidayatullah Herbal Center) Kota Semarang. Prosiding Seminar Nasional Akuntansi Dan Manajemen (SENAMA), 102–113. https://doi.org/10.52353/senama.v0i0.271
Nazairin, A., Ainah, N., & Halimah. (2024a). Marketing Strategy Through the Integration of Red Ocean and Blue Ocean Approaches in the Online Service Industry of PT . Gojek Indonesia : A Review. 1st Antasari Conference of
Islamic Economics and Business, 67–78.
Nazairin, A., Ainah, N., & Halimah. (2024c). Strategi Pemasaran Melalui Pendekatan Integrasi Red Ocean dan Blue Ocean dalam Industri Layanan Daring PT. Gojek Indonesia : Sebuah Tinjauan. Ekonomi Dan Bisnis, 5(1), 12–24.
Novianto, F. D., Amelia, R., Zahro, F., & Anshori, M. I. (2025). Blue Ocean Leadership : Bagaimana Pemimpin Menciptakan Pasar Baru yang Bebas dari Persaingan. Journal of Management and Social Sciences, 3(2), 01–11.
Nuraeni, S., Hamdani, N. A., & Nurhasan, R. (2022). Strategi Unit Bisnis Ramen Jangar 69. Journal Of Entrepreneurship and Strategic Management, 1(02), 42–52. https://doi.org/10.52434/jesm.v1i02.119
Purwanti, Y., & Diana, R. A. (2024). Strategi Pemasaran Berdasarkan Konsep Product Life Cycle (Plc) Pada Wedding Organizer (WO) Salma Wedding Concept Di Kota Bandung. Edunomika, 08(02), 1–8.
Qomariyah. (2022). Analisis Penerapan Diferensiasi Blue Ocean Strategy (BOS) dalam Rangka Pertahanan dan Pengembangan Usaha di dalam Persaingan. Youth & Islamic Economic Journal, 3(2), 45–49.
Rezeki, S., Gede, E. P. S. S, I., Sanawiri, B., Shankar, K., & Nguyen, P. T. (2019). Blue ocean strategy for creating value of the organization: Examination of differentiation with red ocean strategy. International Journal of Recent Technology and Engineering, 8(2 S11), 3827–3831. https://doi.org/10.35940/ijrte.B1504.0982S1119
Riasari, A. (2020). Analisis Penerapan Blue Ocean Strategy pada PT. Sofyan Hotels, Tbk. Jurnal Al-Buhuts, 16(2), 17–34.
Ridwan, M., AM, S., Ulum, B., & Muhammad, F. (2021). Pentingnya Penerapan Literature Review pada Penelitian Ilmiah. Jurnal Masohi, 2(1), 42–51. https://doi.org/10.36339/jmas.v2i1.427
Rintamaki, T., & Saarijarvi, H. (2021). An integrative framework for managing customer value propositions. Journal of Business Research, 134, 754–764.
Rizqiyana. (2021). Manajemen Strategik Dalam Kajian Mpi Pada Era Pandemi Covid-19. Promis, 2(1), 46–60.
Safitri, W., & Jarkawi. (2022). Manajemen Blue Ocean Program Bimbingan Konseling. Proceeding: Islamic University of …, 371–375.
Samson, A., & Philip, A. A. (2024). Entrepreneurial Strategies And The Survival Of Small And Medium Scale Enteeprises In Red Ocean Business Clusters In Nigeria Journal of Institutional Research , Big Data Analytics and Innovation. Journal of Institutional Research, 1(1), 182–187.
Sulistyani, F., & Mulyono, R. (2022). Implementasi Kurikulum Merdeka (Ikm) Sebagai Sebuah Pilihan Bagi Satuan Pendidikan: Kajian Pustaka. Didaktik : Jurnal Ilmiah PGSD STKIP Subang, 8(2), 1999–2019.
https://doi.org/10.36989/didaktik.v8i2.506
Tanushev, C. (2022). Digital Transformation: The Impact on Corporate Strategy. Economic Alternatives, 28(3), 383–404. https://doi.org/10.37075/EA.2022.3.01
Tenri, A., Muntu, S., & Saputra, M. R. (2025). Analisis Penerapan Blue Ocean Strategy Dan Red Ocean Strategy Dalam Persaingan Bisnis Di Indonesia : Dampak Fenomena Boikot Produk. Jurnal Ilmiah Multidisipliner, 9(6), 307–312.
Thomas, L. (2019). Generic Strategies , Outpacing and Blue Ocean – Discussing the Validity of Three Strategic Management Theories Using Case Studies from Airlines and Grocery Retail. Club of Economics In Miskolc’TMP, 15(1), 57–66.
Wardiman, I. G., Baga, L. M., & Nurhayati, P. (2020). Perumusan strategi bersaing pada grand malabar hotel. Value : Jurnal Manajemen Dan Akuntansi, 16(1), 214–230.
Zainurrafiqi, & Amar, S. S. (2021). Pengaruh Innovation Capability Dan Blue Ocean Strategy Terhadap Competitive Advantage Dan Business Performance. Assyarikah: Journal of Islamic Economic Business, 2(2), 73–100.
https://doi.org/10.28944/assyarikah.v2i2.438
Zhang, J. Z., & Chang, C.-W. (2020). Consumer dynamics: theories, methods, and emerging directions. Journal of the Academy of Marketing Science, 49, 166–196.
Zulfa, A., & Wening, N. (2021). Evaluasi Blue Ocean Strategy dalam Penerapan Virtual Office Working pada Industri Konsultan Arsitektur. JMK (Jurnal Manajemen Dan Kewirausahaan), 6(1), 26–41.
Amaliyah, L. N., & Lismawati. (2023). Peran Blue Ocean Strategy Dalam Manajemen Pendidikan. Jurnal Ilmiah Multidisiplin, 2(2), 453–461.
Ami, N. Z., Ari, P., & Etty, Sri. W. (2023). Peran Blueocean Strategy Bagi Pelaku Ekonomi Kreatif Dalam Meningkatkan Revisit Intention Wisatawan Pada Objek Wisata Bukit Lawang Sumatera Utara. Menara Ekonomi, IX(2), 93–108.
Artanto, A. T., Pratama, A., Sukirmiyadi, Kusnarto, & Sholihatin, E. S. (2021). Pemberdayaan UMKM Kampoeng Batik Jetis Kabupaten Sidoarjo melalui Strategi Branding Pada Era Disrupsi. Journal of Governance and Administrative Reform, 2(1), 13–26. https://doi.org/10.20473/jgar.v2i1.30071
Arwani. (2019). Menggagas Kampus Islam yang Unggul Melalui Penerapan Blue Ocean Strategy ( Studi di STAIS Dharma Segeran Indramayu ). Khulasah : Islamic Studies Journal, 1(2), 42–54.
Bastian, M., & Ali, M. (2018). Implementasi Porter ’ S Generic Strategies Dan Blue Ocean Strategy Pada Industri Manufaktur Dalam Menghadapi Revolusi Industry 4.0. Jurnal SWOT, VIII(2), 383–397.
Bella, A., Rohmah, N., Putri, R. A., Pratiwi, R., & Hermastho, B. (2024). Pendekatan Blue Ocean Strategi Dalam Persaingan Bisnis di Kota Semarang ( Studi Empiris : Soto Sawah Mbak Tutik ). Jurnal Manajemen, 11(2), 137–144.
Caldwell, C., & Anderson, V. (2017). Blue ocean strategies and disruptive innovation: Creative insights for competitive advantage. In Competitive Advantage: Strategies, Management and Performance (pp. 97–108).
Chairunnnisa, Aji, F., & Wijaya, A. N. (2023). Employee engagement : a literature review Keterlibatan karyawan : penelusuran literatur. Psikologia: Jurnal Pemikiran Dan Penelitian Psikologi, 18(2), 149–163.
Cressman, D. (2021). D. innovation: A. organizational strategy and a technological concept. (2021). Disruptive innovation: An organizational strategy and a technological concept. In In Handbook on Alternative Theories of Innovation (pp. 182–196).
Desak M. W., & Mahyuni, L. P. (2022). Blue Ocean Strategy to Increase the Competitiveness of Egy. Budapest International Research and Critics Institute Journal, 5(2), 13961–13969.
Fadjri, S., Daihani, D. U., & Kisowo, I. (2021). Rancangan Strategi Kupa Ngupi dengan Pendekatan Blue Ocean Strategy. Jurnal Teknik Industri, 11(3), 186–195. https://doi.org/10.25105/jti.v11i3.13056
Fitriyah, N., & Nurfaizah. (2022). Implementasi Manajemen Strategi Blue Ocean Di Lpi Pg-Ra Al-Muttaqin Tasikmalaya. Journal of Islamic Education, 2(2), 247–262.
Gao, R. (2021). The Theory and Development of Business Ecosystems. Advances in Economics, Business and Management Research, 203, 2255–2260.
Giovanni, S. C., Duran, F. X. S., & Malinda, M. (2023). Pengembangan Bisnis Minyak Atsiri Lokal menjadi Berskala Internasional dengan Menggunakan Perspektif Blue Ocean Strategy (Kasus pada Sarana Aroma Sejati (SAS) Garut). Seminar Nasional Teknik Dan Manajemen Industri, 2(1), 80–89.
https://doi.org/10.28932/sentekmi2023.v2i1.129
Hamid, E. A., Bahari, M. F. Y., Hendrayana, E., & Heriyanto. (2024). Penerapan Blue Ocean Strategy pada Pendidikan Mikro Menengah. Journal of Education Research, 5(4), 5641–5651.
Harianto, E., & Lookman, C. (2021). Implementation of Blue Ocean Strategy for long-term business strategy in land transporter companies in Indonesia. International Journal of Economics, Business and Accounting Research, 5(3), 822–833.
Hawa, S. D., Rosmi, R. F., Faustina, E., Ismail, & Yani, T. P. (2024). Pelatihan Strategi Pemasaran Blue Ocean Umkm Melalui Diferensiasi Produk Dan Mesin Press. Communnity Development Journal, 5(5), 9460–9466.
Iruthayasamy, L. (2021). Blue Ocean Versus Red Ocean. In: Understanding Business Strategy.
Izzaty, N., Pramuditha, R. S., Sastra, H. Y., & Asmadi, D. (2024). Perancangan Strategi Pengembangan Bisnis Bakery dengan Pendekatan Blue Ocean Strategy (Studi Kasus). Performa: Media Ilmiah Teknik Industri, 23(1), 1–9. https://doi.org/10.20961/performa.23.1.72087
Kardana, M. T., & Lahindah, L. (2022). Penerapan Strategy Blue Ocean Pada Kopi Biru Untuk Meraih Value Innovation. Journal of Accounting and Business Studies, 6(1), 19–34. https://doi.org/10.61769/jabs.v6i1.511
Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant.
Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy.
Kumar, S. (2023). Literature Review Red Ocean Strategy. Global Journal Of Management and Business Research: A Administration and Management, 23(9), 71–75.
Kumar, S. (2023). Red Ocean Strategy : A Literature Review. International Journal of Economics and Business Administration, XI(4), 91–100.
Maheshwari, A. (2024). An Analysis of Red Ocean Strategy: Indian Business Context. International Journal of Research in Finance and Marketing (IJRFM), 14(10), 1–8.
Manimozhi, G., & Srinivasan, P. (2018). A Meta Synthesis of Content Analysis Approaches. American Journal of Educational Research, 6(6), 632–637.
https://doi.org/10.12691/education-6-6-8
Meidita, T., Sukmono, Y., & Tosungku, L. O. A. S. (2023). Perumusan Strategi Pemasaran Produk Rengginang Dengan Penerapan Formulasi Manajemen Strategi. Jurnal Teknik Industri: Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 9(1), 155–166. https://doi.org/10.24014/jti.v9i1.21408
Melendez, A., N. M., Ruiz U., M. H., & Cruzat, P. P. O. (2022). Blue Ocean Strategy: A look from the literature. Institute of Electrical and Electronics Engineers Inc.
Mohammad, F. (2005). Inovasi Tanpa Batas Membangun Bisnis Dari Ide ke Realita. CV. Mega Press Nusantara.
Nasikah, U., Ismawati, F., Sari, I. N., Purwati, N., & Pratiwi, R. (2022). Pendekatan Blue Ocean Strategi Dalam Persaingan Bisnis (Studi Empiris : Hidayatullah Herbal Center) Kota Semarang. Prosiding Seminar Nasional Akuntansi Dan Manajemen (SENAMA), 102–113. https://doi.org/10.52353/senama.v0i0.271
Nazairin, A., Ainah, N., & Halimah. (2024a). Marketing Strategy Through the Integration of Red Ocean and Blue Ocean Approaches in the Online Service Industry of PT . Gojek Indonesia : A Review. 1st Antasari Conference of
Islamic Economics and Business, 67–78.
Nazairin, A., Ainah, N., & Halimah. (2024c). Strategi Pemasaran Melalui Pendekatan Integrasi Red Ocean dan Blue Ocean dalam Industri Layanan Daring PT. Gojek Indonesia : Sebuah Tinjauan. Ekonomi Dan Bisnis, 5(1), 12–24.
Novianto, F. D., Amelia, R., Zahro, F., & Anshori, M. I. (2025). Blue Ocean Leadership : Bagaimana Pemimpin Menciptakan Pasar Baru yang Bebas dari Persaingan. Journal of Management and Social Sciences, 3(2), 01–11.
Nuraeni, S., Hamdani, N. A., & Nurhasan, R. (2022). Strategi Unit Bisnis Ramen Jangar 69. Journal Of Entrepreneurship and Strategic Management, 1(02), 42–52. https://doi.org/10.52434/jesm.v1i02.119
Purwanti, Y., & Diana, R. A. (2024). Strategi Pemasaran Berdasarkan Konsep Product Life Cycle (Plc) Pada Wedding Organizer (WO) Salma Wedding Concept Di Kota Bandung. Edunomika, 08(02), 1–8.
Qomariyah. (2022). Analisis Penerapan Diferensiasi Blue Ocean Strategy (BOS) dalam Rangka Pertahanan dan Pengembangan Usaha di dalam Persaingan. Youth & Islamic Economic Journal, 3(2), 45–49.
Rezeki, S., Gede, E. P. S. S, I., Sanawiri, B., Shankar, K., & Nguyen, P. T. (2019). Blue ocean strategy for creating value of the organization: Examination of differentiation with red ocean strategy. International Journal of Recent Technology and Engineering, 8(2 S11), 3827–3831. https://doi.org/10.35940/ijrte.B1504.0982S1119
Riasari, A. (2020). Analisis Penerapan Blue Ocean Strategy pada PT. Sofyan Hotels, Tbk. Jurnal Al-Buhuts, 16(2), 17–34.
Ridwan, M., AM, S., Ulum, B., & Muhammad, F. (2021). Pentingnya Penerapan Literature Review pada Penelitian Ilmiah. Jurnal Masohi, 2(1), 42–51. https://doi.org/10.36339/jmas.v2i1.427
Rintamaki, T., & Saarijarvi, H. (2021). An integrative framework for managing customer value propositions. Journal of Business Research, 134, 754–764.
Rizqiyana. (2021). Manajemen Strategik Dalam Kajian Mpi Pada Era Pandemi Covid-19. Promis, 2(1), 46–60.
Safitri, W., & Jarkawi. (2022). Manajemen Blue Ocean Program Bimbingan Konseling. Proceeding: Islamic University of …, 371–375.
Samson, A., & Philip, A. A. (2024). Entrepreneurial Strategies And The Survival Of Small And Medium Scale Enteeprises In Red Ocean Business Clusters In Nigeria Journal of Institutional Research , Big Data Analytics and Innovation. Journal of Institutional Research, 1(1), 182–187.
Sulistyani, F., & Mulyono, R. (2022). Implementasi Kurikulum Merdeka (Ikm) Sebagai Sebuah Pilihan Bagi Satuan Pendidikan: Kajian Pustaka. Didaktik : Jurnal Ilmiah PGSD STKIP Subang, 8(2), 1999–2019.
https://doi.org/10.36989/didaktik.v8i2.506
Tanushev, C. (2022). Digital Transformation: The Impact on Corporate Strategy. Economic Alternatives, 28(3), 383–404. https://doi.org/10.37075/EA.2022.3.01
Tenri, A., Muntu, S., & Saputra, M. R. (2025). Analisis Penerapan Blue Ocean Strategy Dan Red Ocean Strategy Dalam Persaingan Bisnis Di Indonesia : Dampak Fenomena Boikot Produk. Jurnal Ilmiah Multidisipliner, 9(6), 307–312.
Thomas, L. (2019). Generic Strategies , Outpacing and Blue Ocean – Discussing the Validity of Three Strategic Management Theories Using Case Studies from Airlines and Grocery Retail. Club of Economics In Miskolc’TMP, 15(1), 57–66.
Wardiman, I. G., Baga, L. M., & Nurhayati, P. (2020). Perumusan strategi bersaing pada grand malabar hotel. Value : Jurnal Manajemen Dan Akuntansi, 16(1), 214–230.
Zainurrafiqi, & Amar, S. S. (2021). Pengaruh Innovation Capability Dan Blue Ocean Strategy Terhadap Competitive Advantage Dan Business Performance. Assyarikah: Journal of Islamic Economic Business, 2(2), 73–100.
https://doi.org/10.28944/assyarikah.v2i2.438
Zhang, J. Z., & Chang, C.-W. (2020). Consumer dynamics: theories, methods, and emerging directions. Journal of the Academy of Marketing Science, 49, 166–196.
Zulfa, A., & Wening, N. (2021). Evaluasi Blue Ocean Strategy dalam Penerapan Virtual Office Working pada Industri Konsultan Arsitektur. JMK (Jurnal Manajemen Dan Kewirausahaan), 6(1), 26–41.
Published
2026-03-02
How to Cite
Ramlah, R., Hardianti, T., Rahmawati, R., Awaluddin, M., & Sudirman, S. (2026). RED OCEAN VS BLUE OCEAN STRATEGY: COMPARATIVE ANALYSIS IN CREATING COMPETITIVE ADVANTAGE. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 237-248. https://doi.org/10.35508/jom.v19i1.22157
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