The Impact of Blue Ocean Strategy in Enhancing the Sustainable Competitive Advantage: "A Case Study at Al-Youm Food Company" Jordan

The study aims to determine the impact of the blue ocean strategy in enhancing the sustainable competitive advantage in Al-Youm Food Company. The study population consists of (63) managers working in the three administrative levels (top management, middle management, and executive management) in Al-Youm Food Company in Jordan. The study uses the case study approach, the questionnaire is adopted as the main tool in obtaining data, a questionnaire is distributed to the study population, (3) of them are canceled because either it is not received or incomplete: so the number of valid questionnaires for analysis is (60), which constituts (95%) of the distributed questionnaires. Results: the study concludes that there is a statistically significant impact of the blue ocean strategy in enhancing the sustainable competitive advantage at the macro level, and at the level of each of the dimensions of the blue ocean strategy, with the exception of eliminating unnecessary operations dimension. In light of the conclusions, the study presents recommendations, the most important of which are continuing to intensify efforts to enhance the positive aspects of the Blue Ocean Strategy and its applications, to be the benchmark upon which the management of the Al-Youm Food Company - Jordan undertakes any endeavors to enhance the sustainable competitive advantage, in addition to recommending future studies.