Title: Blue Ocean Strategy and Competitive Advantage of telecommunication firms in Rivers State, Nigeria.
Authors: Harees Olanrewaju Bhadmus and B. Chima Onuoha
Volume: 9
Issue: 10
Pages: 612-622
Publication Date: 2025/10/28
Abstract:
This study investigates the relationship between blue ocean strategy and the competitive advantage of telecommunications firms in Rivers State, Nigeria. A cross-sectional survey design was employed to collect data from 35 managers and supervisors within four prominent voice communications companies. The blue ocean strategy was implemented by emphasising value innovation and demand creation, while brand reputation and customer loyalty were utilised to measure competitive advantage. Spearman's rank correlation was employed to evaluate the hypotheses. The findings indicated a strong and significant relationship between value innovation and brand reputation (? = 0.734, p = 0.000), as well as between value innovation and customer loyalty (? = 0.666, p = 0.000). Significant correlations were observed between demand creation and brand reputation (? = 0.589, p = 0.000), as well as customer loyalty (? = 0.673, p = 0.000). The findings indicate that blue ocean strategy provides a competitive advantage, as firms that innovate and actively influence demand are more likely to enhance their brand image and retain customers. This study confirms the theoretical framework of Blue Ocean Strategy and its relevance in sustaining competitiveness in Nigeria's dynamic telecommunications sector. Telecom companies in Rivers State should pursue innovative strategies for value creation, develop methods to stimulate demand, and continuously adapt their services to align with evolving customer needs to maintain a competitive advantage over time.