DOI: 10.36347/sjebm.2018.v05i10.003

Pages: 916-927

The study was on the applicability of Blue Ocean strategy among selected manufacturing firms in South-East, Nigeria. The specific objectives include evaluating the extent adoption of Blue Ocean has eliminated competition in respective businesses in South East, Nigeria; to ascertain the extent to which manufacturing firms in South East Nigeria involve in research, development, and innovations. The research survey design was used. The primary sources were a personal interview and the administration of a questionnaire to the management and staff of the manufacturing firms. The population of 430 staff, 378 staff, was sampled. The sample size of 378 was chosen after applying the Freund and William's formula for the determination of adequate sample size. Out of the staff sample, 370 staff returned the questionnaire and accurately filled. That gave 88 percent response rate. The validity of the instrument was tested using content analysis, and the result was good. The reliability was tested using the Pearson correlation coefficient (r). It gave a reliability coefficient of 0.88 which was also good. Hypotheses were analyzed using f-statistics (ANOVA) tool. The result showed that adoption of Blue Ocean had eliminated competition in respective businesses in South East, Nigeria f(n = 370)= 5442.162, P<0.05; and application of Blue Ocean has increased research, development, and innovations in manufacturing firms in South-East, Nigeria. f(n = 370)= 462.091, P<0.05. The study concluded that blue ocean strategy enables an organization to look beyond normal competitive practices of the red ocean, to creating new demand in uncontested market spaces. Therefore, it is essential for the companies to reach beyond the strategy for the effective application of Blue Ocean................