Employees Perception on Innovating markets through blue ocean strategy A study of Reliance Jio
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study explores employee perceptions of Reliance Jio’s application of the Blue Ocean Strategy in the competitive Indian telecom sector, with a specific focus on the city of Mysore. The research investigates how Reliance Jio successfully disrupted a saturated market through innovative pricing, product differentiation, and service delivery. By creating a new, uncontested market space and breaking traditional value-cost trade-offs, Jio repositioned itself beyond conventional industry boundaries. The study employed a structured questionnaire based on four key Blue Ocean Strategy constructs: Uncontested Market Creation, Elimination of Competition, Breaking Value-Cost Trade-offs, and Gaining from Cost Differentiation. Responses from 125 employees across various outlets in Mysore were statistically analyzed using weighted average methods, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Results show strong internal validation of Jio’s strategic approach, with high employee agreement across all four constructs. The calculated Blue Ocean Strategy Index (6.12) reflects a strong alignment between employee perceptions and the company’s strategic direction. Employees view Jio as a leader in market innovation and cost-efficiency. The findings affirm that Jio’s transformational strategies are not only effective externally but also well-understood and supported internally, highlighting the importance of employee perception in sustaining strategic advantage through innovation and differentiation.
DOI: 10.46632/jbab/4/1/29
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410260474