The Impact of applying the Blue Ocean Strategy on the Competitive Advantage of Commercial Banks in Saudi Arabia

Abstract

This study aimed at determining the statistical impact of applying the blue ocean strategy on enhancing the competitive advantage of commercial banks in Saudi Arabia. To achieve the study's objectives, the exploratory study was conducted, and consisted of 47 of the working managers. The purpose was to collect the data needed to formulate the study's problem. The study's population consisted of all executive and branches working managers and deputies in KSA commercial banks that reached 1556 in 2014. The sample has been selected from the working managers and deputies in Riyadh city, which number was 322. Out of them, 313 were analysed, and a simple random sample was used. The study concluded that there is a positive statistical impact of applying the blue ocean strategy on the competitive advantage of Saudi commercial banks. All sub hypothesis are accepted, so that the statistical impact of blue ocean strategy components on the competitive advantage of commercial banks has proved. The study found that 59.5% of sample has agreed that the competitive advantage of commercial banks in Saudi, comes from conducting the blue ocean strategy. Finally, the study suggested some recommendations that encourage applying and enhancing the competitive advantage in such banks.

Keywords

• Blue Ocean
• Competitive advantage
• Commercial Banks
• KSA