Critical-theoretical reflection on the positioning of companies in the markets through competitive strategies and Blue Ocean: ethics and social responsibility

Abstract

This reflection aims to contribute for an understanding of economic, legal and ethic-social effects from using competitive strategic model and the blue ocean. Methodologically, the study was conducted on the bases theoretical perspective although one or other qualitative indicator may be observed. The results reveal important aspects from both strategies. However, on one hand, emphasise the fact that the competitive strategy specially when oriented by cost leadership negatively affects the economies and to a certain extend hurts ethical and social responsibilities. On the other hand, the same results show that due to its characteristic of identifying unknown markets and creating new ones, the blue ocean strategy can easily comply with economic, legal and ethic-social responsibilities principles.  All in all, the study leads to a perception that although the two models are important, their applicability must occur in different moments and circumstances from one another. Therefore, it is possible to assume that the first model fits in the short-term and the second in the long one.