The role of e-marketing in adopting the requirements of the blue ocean strategy an exploratory study of the opinions of managers at Carrefour Company

10.2478/bjlp-2023-0000072

Abstract

The study aimed to measure the effect of e-marketing as an independent variable represented by its dimensions (website design, electronic advertising, customer service, electronic business security) in the requirements of the blue ocean strategy as a dependent variable represented by its dimensions (Create, reduction, increase, exclusion) in Carrefour company. Information was collected through a questionnaire distributed to a sample of (70) respondents from the administrative leaders in the Carrefour company. The collected data were analyzed by adopting descriptive and analytical statistical methods. And Through the statistical results, a set of conclusions were reached that confirm that the researched organization possesses a perception and understanding of the dimensions expressing both e-marketing and the requirements of the blue ocean strategy, as well as submitting proposals that emphasized the need to increase the care of managers in Carrefour in e-marketing to reach the ocean strategy blue.