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Is the Blue Ocean strategy sustainable ?: The case of sargassum recycling companies in the French West Indies and French Guiana

Abstract : This communication is the continuation of a first exploratory and qualitative research whose objective is to clarify the extensions of the Blue Ocean Strategy (Kim and Mauborgne, 2004). In the particular so-cio-economic, demographic and geographic context of the French West Indies and French Guiana, this concept seems to take into account the importance of deploying in a strong and coherent manner to all stakeholders (Delanon 2011) through Sargassum recycling. This alga considered as a scourge paradoxically now becomes a sustainable resource. The consideration of this alga in the strategic integration in some small and medium enterprises is linked to processes of : • Value creation (definition of a new value curve) • Innovation Management (strategic thinking) • Identification of new outlets for sargassum products • Creation of a strategic differentiation with new spaces on the markets These research items are described in the approach of Kim and Mauborgne and we have to underline after a qualitative research that they are also formulated under the pressure of public authorities, environmental protection associations and the general public opinion. The stakeholders’ pressure on organizations (Freeman 1984, Reynaud 2004) structuring the corporate strategy (Mathieu, 2007, Reynaud, 2010) is part of the application of the themes of Sustainable Development (Social limits of growth Meadows, 1972). Thus, the responses of the companies studied in relation to their environment (strategic contingency) will allow to deepen the following global question of our exploratory research : To what extent do the deployment axes of a Blue Ocean Strategy respect the requirements and the de-mands of Sustainable Development ? Our methodology will therefore question the validity and the depth of strategic choices of Sargassum recycling companies in terms of Sustainable Development, items as stated by the major international organizations involved in this field.
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https://hal.univ-antilles.fr/hal-02552675
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Submitted on : Thursday, April 23, 2020 - 5:43:00 PM
Last modification on : Tuesday, June 2, 2020 - 12:15:01 PM

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Koulani Rezaire. Is the Blue Ocean strategy sustainable ?: The case of sargassum recycling companies in the French West Indies and French Guiana. Caribbean Science and Innovation Meeting 2019, Oct 2019, Pointe-à-Pitre (Guadeloupe), France. ⟨hal-02552675⟩

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