تميز أداء المؤسسة الاقتصادية في ظل استراتيجية المحيط الأزرق- دراسة حالة مؤسسة ياسير الجزائر لخدمات النقل للفترة 2017-2020

Abstract

The study aimed to know the impact of the blue ocean strategy in achieving outstanding performance in economic institutions in general and the Yassir institution in particular, through value creation, which is by adopting the four-activity frameworks (exclusion, reduction, increase and innovation), and from it access to a new value curve that differs on the value curve of competitors. On this basis, it was discussed how the Yassir institution created its own blue ocean, in addition to identifying the reality of the institution's outstanding performance in the blue ocean period compared to the red ocean period, by analyzing the financial statements of the institution and standing on its level of excellence. The study concluded that the blue ocean strategy had a significant impact on the outstanding performance of the organization in the blue ocean period, in which it achieved distinguished financial and competitive performance, which earned it the status of the leading institution in the sector, in contrast to the red ocean period in which the organization witnessed a significant decline in performance, which made it lose its status. Pioneer, due to the intensity of competition in the sector, to become the pioneer of the competing institution TemTem in order to distinguish its performance in the period of the red ocean for its creation of a new blue ocean, where competition is weak by introducing new unfamiliar services. The study recommended that actors in the organization should rethink creating a blue ocean after the decline in its performance, and establish a specialized team with a modern future orientation based on the philosophy of creating blue oceans. The study also recommended the necessity of urging governments to support innovation and creativity in order to encourage institutions to move away from traditional work in competitive markets that leads to losing customers and thus declining performance, and to enable individuals to transform emerging ideas into successful institutions.