Pengaruh Strategi Blue Ocean Berkelanjutan terhadap Keunggulan Bersaing dan Inovasi Perusahaan di Indonesia
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Abstract
Penelitian ini mengkaji pengaruh Strategi Laut Biru Berkelanjutan (SBOS) terhadap keunggulan kompetitif dan inovasi di perusahaan-perusahaan Indonesia. Seiring dengan meningkatnya persaingan dan pasar yang semakin jenuh, perusahaan-perusahaan semakin beralih ke kerangka strategis yang menekankan diferensiasi dan keberlanjutan. Dengan pendekatan kuantitatif, data dikumpulkan dari 120 responden di berbagai sektor bisnis di Indonesia melalui kuesioner terstruktur menggunakan skala Likert 5 poin. Data dianalisis menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa SBOS memiliki pengaruh positif dan signifikan terhadap keunggulan kompetitif dan inovasi. Perusahaan yang menerapkan SBOS lebih cenderung unggul dibandingkan pesaing dan mendorong praktik inovatif dengan menciptakan ruang pasar yang tidak terkontestasi sambil mengintegrasikan nilai-nilai lingkungan dan sosial. Temuan ini menyoroti pentingnya SBOS sebagai strategi strategis bagi perusahaan di pasar emerging yang mengincar keberlanjutan dan pertumbuhan jangka panjang.
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