REFLECTIONS ON THE BLUE OCEAN STRATEGY: A COMPARISON WITH THE STRATEGIES OF ANSOFF, PORTER AND HAX WILDE

摘要

In the globalization context, competitiveness has become one of the biggest corporate issues. Thus, the study on strategic decisions is important for the company that decides to be competitive, whatever the market of its operations. This article refers to a study on strategies. It was based on the blue ocean strategies of Kim and Mauborgne, the Ansoff matrix, the generic strategies of Porter and the delta model of Hax & Wilde. The goal was to determine the similarities between the four strategic approaches. It begins with a comprehensive review of the literature on the strategy subject, using the scientific reading method of the approaches. Thus, there was an attempt to draw up a comparison matrix of the strategies analyzed in this paper in order to discuss the typologies for the formulation of strategies, and this matrix can be used in further field researches. With the comparison, it was observed that there are several possible approaches in the literature and each one of them has a certain characteristic that best suits a type of company and the business environment in which it operates. This article intends to contribute so that a greater knowledge of management techniques can assist companies represented by their executives in the improvement of strategic decision making. Therefore, it is expected that the most appropriate strategy is chosen according to the competitive environment related to the company's operations.