Causal relationship modeling between blue ocean strategy and competitive advantage a field study of banking institutions in the state of Tamanrasset -Algeria نمذجة العلاقة السببية بين استراتيجية المحيط الأزرق والميزة التنافسية, دراسة ميدانية للمؤسسات المصرفية بولاية تامنغست الجزائر

Abstract

This study aims at identifying the impact of the blue ocean strategy with its dimensions (innovation, increase, reduction, and exclusion) on the competitive advantage at the level of banking institutions in the state of Tamanrasset, as well as modeling the causal relationship between them. In order to achieve the study objectives, a questionnaire was designed and distributed to all employees of the five banking institutions in the state of Tamanghasset. Besides, 82 valid questionnaires were retrieved for analysis out of 100 ones . As for data analysis we relied on structural modeling using the Smart PLS program. The study concluded that there is a direct effect relationship between the dimensions of the blue ocean strategy (increase, innovation, reduction, exclusion) and the competitive advantage at a significance level less than 0.05, where the strength of the relationship reached (R = 0.858), which is a value close to one, thus it is a good explanatory value.