Research on Supply Chain Management of Fresh Produce Under the Blue Ocean Strategy

As competition among enterprises intensifies, it is imperative for businesses to utilize the Blue Ocean Strategy tools to prepare alternative strategic actions for exploring new market spaces, thereby maintaining long-term competitive advantages. Nueva Pescanova enhances consumer trust and confidence in its products using the tamper-proofing, blockchain-based solutions. It also addresses the Global Dialogue on Seafood Traceability (GDST) standards using the IBM Food Trust platform. This paper employs the Blue Ocean Strategy to analyze Nueva Pescanova’s approaches, suggesting that Nueva Pescanova focuses on customer needs and adopts rule redefinition and value innovation to uncover new market opportunities.