Blue Ocean Strategy and Competitive Advantage of Brewery Firms in South East Nigeria

This study examined the relationship between the blue ocean strategy and the competitive advantage of breweries in South East Nigeria. Unhealthy competition among breweries has hampered the growth of breweries in South East Nigeria. Two objectives and hypotheses were formulated. A descriptive survey design was adopted for the study. The study population comprises 3467 staff members from five (5) breweries in South East Nigeria, excluding clerical workers. The sample size of 358 was determined using the Taro Yamane formula. With the aid of SPSS version 22, the Pearson Product Moment Correlation Coefficient was used to test the research hypotheses at p<0.05 significance level. It was revealed from the findings that there exists a positive significant relationship between uncontested market space strategy and brand reputation, between value innovation and customer loyalty. The study concluded that a positive relationship exists between the blue ocean strategy and the competitive advantage of the breweries in South East Nigeria. It recommends, among others, that breweries utilize business opportunities of value innovation to create an uncontested market.