Designing a Blue Ocean Strategy Model among Market Leaders in the Food Industry Using the Delphi Method

Blue Ocean Strategy with Innovation in the field of strategy offers a set of specific tools and approaches to create value. Therefore, it is important to apply this strategy among market leaders who use a value creation strategy to maintain and maintain competitive advantage. The purpose of this paper is to design a Blue Ocean strategy model among market leaders in the food industry. This study has been conducted in two stages: firstly, studies on the strategy of the blue ocean in Iran and the world have been reviewed and its implications, implications and variables have been studied, and secondly, identification and ranking of indicators The Delphi technique has been used in conjunction with Delphi techniques to guide the implementation of the Blue Ocean strategy for the reconstruction of market boundaries. Thirty academics and food industry experts have been involved in the research. Overall, the Delphi method, after three stages, has led to the consensus of the participants and the presentation of the model. According to the results in the first stage, company characteristics as contextual factors, software and hardware developments as causal factors, and industry characteristics as moderating factors and increasing market share, increasing total market demand. , Market-making and market diversification have been identified as consequences of applying the Blue Ocean strategy. The results of the second stage show that companies can follow the paths of moving beyond alternative industries, considering strategic groups, customer chains, complementary products and services, functional or emotional appeal to buyers. And search in time to act as market leaders. Finally, this research has led to the design of a qualitative model of applying blue ocean strategy among market leaders, including the antecedents and moderating factors influencing the relationship between applying blue ocean strategy and achieving market leadership.