Abstract
Abstract Blue Ocean strategy emphasizes revisiting the value added of various activities in the value chain. Key activities should have added value whilst other activities should have reduced value. Some activities should be eliminated and new activities should be introduced. Non‐customers should be targeted through innovation and change in strategy rather than competing head‐on with direct competitors. In the UAE, new businesses are starting in a high‐growth economy and new strategies are being implemented by small and medium‐sized enterprises and multinational enterprises. This paper investigates approaches to a Blue Ocean strategic formulation and implementation by both the SME and MNE sectors and analyses key differences between the firms of different sizes. The sample is taken from the cities of Abu Dhabi and Dubai. Copyright © 2008 John Wiley & Sons, Ltd.
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