Blue Ocean Strategy in Promoting Organizational Innovation: Field Study in Travel and Tourism Companies in Baghdad

Abstract

The research aims to study the impact of the Blue Ocean strategy on organizational innovation in travel and tourism companies in Baghdad. The study addressed four dimensions of the Blue Ocean strategy (Reduction, increase, innovation, elimination) and the extent to which each dimension affects organizational innovation in these companies. The study adopted the quantitative field approach using a questionnaire to collect data from a sample consisting of a group of workers in travel and tourism companies in Baghdad. The data were analyzed using multiple statistical tools, such as multiple linear regression analysis and correlation testing, to determine the relationship and influence between variables. The research reached a set of results, including the presence of a positive impact of the dimensions of the Blue Ocean Strategy on organizational innovation. It was found that both the innovation and increase dimensions have a greater impact compared to the exclusion and reduction dimensions. In addition, the research results showed a strong positive correlation between the Blue Ocean Strategy in general and organizational innovation in the companies studied. The research provides a set of recommendations to improve organizational innovation through the application of the Blue Ocean Strategy, with an emphasis on the importance of continuous innovation for companies to be able to achieve a competitive advantage through unconventional marketing practices.