UNVEILING NEW FRONTIERS: A BLUE OCEAN STRATEGY FRAMEWORK FOR CULTIVATING CREATIVE ENTREPRENEURIAL PATHWAYS

This study explores the adaptation of the Blue Ocean Strategy (BOS) framework to cultivate creative entrepreneurial pathways. The BOS principles, which emphasize value innovation and the systematic creation of uncontested market spaces, are applied to the context of creative industries and entrepreneurship education. Utilizing the BOS methodology, including the BOS Canvas tool, expert interviews, a focus group, and literature review, the research conducts an in-depth "As-Is" analysis of the existing industry landscape. The findings reveal digital transformation, business education, and intellectual property rights as the top priorities within the current value proposition. However, areas such as mentorship and industry case studies emerge as potential "blue ocean" opportunities for value innovation. The BOS analysis suggests strategic actions, including eliminating accounting skills, reducing government emphasis, and increasing focus on financial literacy, marketing, digitization, and entrepreneurial skillsets. By adapting the BOS framework, the study proposes innovative approaches to foster creative entrepreneurship, tap into unexplored market spaces, and redefine industry boundaries. The systematic application of BOS principles holds the potential to drive sustainable growth, enhance competitiveness, and cultivate entrepreneurial mindsets within creative disciplines. This interdisciplinary research contributes to the literature on strategic innovation, creative entrepreneurship, and entrepreneurship education.