THE ROLE OF INTRAPRENEURSHİP IN BLUE OCEAN STRATEGY

Abstract

The realization of intrapreneurship activities is one of the important points in the achievement of a unique market position for the businesses to which the blue ocean strategy is implemented, and also in creating value for customers. However, in the implementation of this strategy, businesses need to make foresight and planning for how long they can maintain their position. In this case, the primary issue is to integrate the blue ocean strategy within the intrapreneurship relationship. In the markets that adopt the red ocean strategy, all competing businesses have intense efforts to win for the same business, while in the blue ocean strategy, there is a free market structure where the players are the same but different markets are located, rather than intense competition, aimed at creating innovation and benefit. The more unique, inimitable and inaccessible to the competitors, the higher the gains of the enterprises and the longer their lifespan will be. An intrapreneur is a person charged with generating and/or developing new ideas within the business. Today, it is seen that the popularity and benefits of intrapreneurship activities are increasing. In order to enter the blue oceans, which is an important factor for businesses to expand into new areas and increase profit maximization, it is very important for business management to create a policy to support intrapreneurship activities, as well as to create a new organizational culture that will support intrapreneurship. The success of the blue ocean strategy, which makes a difference in establishing the basis of the business strategy and providing competitive advantage, depends on the innovation-oriented, entrepreneurial culture of business managers. The aim of this study is to examine the "Blue Ocean Strategy", which is an alternative model in value creation, and the effects of intrapreneurship activities in businesses on this strategy in a conceptual framework.