<abstract xmlns="http://www.w3.org/1999/xhtml"><p> This article investigates the applicability of blue ocean strategy in regard to low-cost airlines in the civil airline industry. To do so, the commercial offers of selected airlines were compared to validate any attempts to apply the blue ocean strategy concept. This is followed by examining the time limitation of the concept in a competitive environment and is illustrated by the changes in the industry for the past 30 years and a comparison of offers from similar companies. The third issue is the evaluation of the further contribution of blue ocean strategy when it is recognized as time-limited. The importance of first-mover advantage, which could be based on the ability to capture an economy of scale and advantageously shape the market, is also discussed.</p></abstract>

This article investigates the applicability of blue ocean strategy in regard to low-cost airlines in the civil airline industry. To do so, the commercial offers of selected airlines were compared to validate any attempts to apply the blue ocean strategy concept. This is followed by examining the time limitation of the concept in a competitive environment and is illustrated by the changes in the industry for the past 30 years and a comparison of offers from similar companies. The third issue is the evaluation of the further contribution of blue ocean strategy when it is recognized as time-limited. The importance of first-mover advantage, which could be based on the ability to capture an economy of scale and advantageously shape the market, is also discussed.

Empirical Validation of Blue Ocean Strategy Sustainability in an International Environment

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

This article investigates the applicability of blue ocean strategy in regard to low-cost airlines in the civil airline industry. To do so, the commercial...

Empirical Validation of Blue Ocean Strategy Sustainability in an International Environment

Published Online: Sep 15, 2018

Page range: 143 - 162

DOI: https://doi.org/10.2478/fman-2018-0012

Keywords
blue ocean strategy, civil airliners, competitiveness, low-cost strategy, first-mover advantage, Ryanair, customer value, value curve

© 2018 Jiri Dvorak and Ilona Razova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Empirical Validation of Blue Ocean Strategy Sustainability in an International Environment

Published Online: Sep 15, 2018

Page range: 143 - 162

DOI: https://doi.org/10.2478/fman-2018-0012

Keywordsblue ocean strategy, civil airliners, competitiveness, low-cost strategy, first-mover advantage, Ryanair, customer value, value curve

© 2018 Jiri Dvorak and Ilona Razova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
blue ocean strategy, civil airliners, competitiveness, low-cost strategy, first-mover advantage, Ryanair, customer value, value curve