Developing Blue Ocean Strategy in Construction Industries Using an Improved Model of Kano

Abstract

Blue ocean strategy includes a consistent pattern of strategic thinking in the creation of new markets in various industries. This chapter examines how to create a blue ocean and its role in improving the construction industry. This is library research alongwith case study. It has been prepared based on information gathered from articles published in international journals and referring to large and reputable builder companies. In the concept of strategy, “Blue Ocean” is referred to two overall scope of blue and red ocean. In this chapter, we used the Kano method for evaluation and selection of the features in the construction industry and then, through a four-step approach, it was decided what features should be removed, innovated, enhanced or improved. Finally, using improved hybrid model of Kano and the pillars of the blue ocean strategy, we concluded that economic factors and psychological factors that impact on the consumers need investment and more attention.