Author : Nermin KİŞİ
Number of pages : 409-419


In today’s business world where competition is intense, sustained competitive advantage of businesses depends on their ability to think strategically and innovate. The Blue Oceans Strategy, which suggests that businesses operating in the dynamic environment in which they are constantly changing are making the competition meaningless by creating a new market instead of competing in the current market, is seen as an approach that is difficult to implement but creates added value. At the core of this strategy is a restructuring market boundary, focusing on the big picture, reaching beyond existing demand, making the right strategic alignment, overcoming organizational barriers and structuring the strategy. The Blue Ocean Strategy, seen as a new roadmap for winning tomorrow in business, considers differentiation and low cost simultaneously. The blue ocean means the untapped market space, demand creation and high profitable growth opportunities. Companies must open the blue ocean by thinking multifaceted instead of drowning in the red oceans where competition is intense, to not miss out on profit and growth opportunities. In this research, wearable technologies, defined as the combination of technology with clothes or accessories, will be evaluated within the context of the Blue Ocean Strategy. Examples of wearable technologies that can be used in different sectors such as health, education, sports, textiles, entertainment include smart watches, smart wristbands, smart clothes, smart glasses and implants. Entrepreneurs investing in this area can go to the undiscovered profitable sectors with the smart devices that they have developed with the anticipation of new technology. The results are expected to shed light on researchers in strategic management, innovation and marketing.


Blue Ocean Strategy, Competition, Growth, Innovation, Wearable Technologies

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