Thinking outside the hotel box: Blue ocean strategies for hotels in Taiwan

Abstract

Purpose

The article's aim is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

It is not the same as blue sky thinking. The idea of blue ocean strategy (BOS) is a relatively new one, only coming to prominence in the years following the millennium. Often confused with cloudless heavens, the blue ocean refers to a vast expanse of pure, uncomplicated water in which a product or service can sail without the worry of competition trying to beat it every term. That is because, in a blue ocean strategy, there are no competitors.

Practical implications

The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2012), "Thinking outside the hotel box: Blue ocean strategies for hotels in Taiwan", Strategic Direction, Vol. 28 No. 10, pp. 9-11. https://doi.org/10.1108/02580541211268384