A systematic literature review of blue ocean strategy (BOS) as a reconstructive approach to the competitive advantage

Abstract

This research conducted a systematic literature analysis of empirical studies published between 2019 and 2025 to investigate the contemporary function of blue ocean strategy (BOS) in attaining competitive advantage. In accordance with PRISMA 2020 guidelines, the document consolidated findings from 11 peer-reviewed research articles across several sectors and geographic regions. The investigation indicated that blue ocean strategy (BOS) continues to be an effective instrument for value innovation; however, the efficacy of BOS is increasingly reliant on its integration with complementing strategic models. The findings of this paper confirm that the blue ocean approach is productive for value innovation and competitive advantage, with its effectiveness reliant upon the integration of other supplementary strategic frameworks (resource-based view, open innovation, and lean manufacturing) that generate significant effects and organizational enablers (management control, human resource policies, dynamic capabilities, and sense-making) that efficiently and effectively mediate the association between Blue Ocean Strategy and competitive advantage. Finally, Blue Ocean Strategy is viewed as a short-term framework, signaling that sustainable advantage demands ongoing reconstruction rather than an isolated innovation. This research offers a theoretical conceptual framework illustrating that the successful execution of BOS is dependent upon its combination with RBV, open innovation, and lean techniques, mediated through organizational enablers and moderated by the institutional context. In the long run, the blue ocean strategy works as a robust framework, although a contingent tool. The success depends on hybrid implementation, preparation, sector involvement, sustainable integration, and ongoing enhancement.