"Impact of Knowledge Capabilities in achieving BLUE OCEAN STRATEGY (BOS)/ An exploratory study in Baghdad Soft Drinks Company"
DOI:
https://doi.org/10.31272/jae.i127.96Keywords:
knowledge capabilities, blue ocean strategyAbstract
Knowledge capabilities are an important approach for companies, due to the rapid changes in the external environment and the intensity of competition. Therefore, the value of the current capabilities in the company will quickly fade away, leading to a lack of competitiveness. It is necessary for companies to focus on developing their knowledge capabilities continuously to achieve grow1`th and survival in the market. This research aims to test the effect and role of knowledge abilities to achieve the blue ocean strategy. The questionnaire was used as a tool to collect data that was distributed. The sample of research, represented by managers of department officials and divisions, totaling 32 individuals in Baghdad Soft Drinks Company. The statistical program SPSS Issue 23 was used to analyze the results of the research, and several results were reached, including the presence of a moral correlation and an effect between cognitive abilities and the blue ocean strategy. One of the most important research recommendations is to increase the company's interest in cultural capabilities and to be directed towards continuous innovation in order to achieve growth and exit from red oceans and competitors, and that enhancing cognitive capabilities and understanding the impact of organizational culture will enhance the company's response to environmental complexities.
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