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Arch Hellen Med, 33(4), July-August 2016, 699-907


The implementation of the "Blue Ocean" business strategy in health care

A. Mourtzikou,1 M. Stamouli,2 P. Hitou,3 E. Athanasiadi,1 A. Pouliakis1
1Department of Cytopathology, National and Kapodistrian University of Athens, School of Medicine, "Attikon" University General Hospital, Haidari,
2Laboratory of Biochemistry-Biopathology, Naval Hospital of Athens, Athens,
3GlaxoSmithKline Hellas, Athens, Greece

The "Blue Ocean" business strategy aims to create demand through providing an impressive improvement in value for buyers at an affordable price. The price is reduced to attract greater number of customers in the new market, while the quantity of goods and services sold increases as the brand name of the company becomes easily recognizable and synonymous with highly improved value. The human ability to create new industries is evident from the change in the system of classification of sectors of economic activity, the Standard Industrial Classification (SIC), which was issued by the statistical service of the USA, and replaced by the North America Industry Classification Standard (NAICS). The results from the implementation of the "Blue Ocean" strategy indicate that it can affect corporate profits. The market dynamics in the value innovation are radically different from the usual practice of technological innovation. The value innovation radically increases the attractiveness of the products. There are already many international references to the "Blue Ocean" strategy in the field of health care, including pharmaceutical firms with innovative products and hospital foundations focused on diagnosis – treatment – rehabilitation services for the patients.

Key words: "Blue Ocean" strategy, Strategic planning, Value innovation.

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