20.500.12556/DKUM-93429 Uporaba managementskega koncepta sinjega oceana za ustvarjanje konkurenčne prednosti: primer podjetja x The strategic application of the blue ocean management concept in gaining competitive advantage: a case study of company x V sodobnem poslovnem okolju, kjer prevladuje intenzivna konkurenca in zasičenost trgov, podjetja vse bolj potrebujejo strateške pristope, ki jim omogočajo dolgoročno rast in prepoznavnost. Strategija sinjega oceana, ki temelji na ustvarjanju novih tržnih prostorov brez neposredne konkurence, se je izkazala kot ena izmed najbolj prodornih idej sodobnega managementa. V okviru te diplomske naloge smo najprej podrobneje raziskali temeljne koncepte strategije, kot so vrednostna inovacija, ERRC matrika in primerjava z rdečim oceanom. Nato smo njeno uporabnost preizkusili v praksi in sicer na primeru podjetja iz zabavne industrije, ki je z inovativnim poslovnim modelom, odstranitvijo tradicionalnih elementov in osredotočenostjo na novo ciljno publiko, doseglo več kot 20 % rast prihodkov in 30 % povečanje števila obiskovalcev. Analiza, izvedena na osnovi relativnih podatkov, potrjuje obe raziskovalni hipotezi in kaže, da strategija sinjega oceana lahko ustvari konkurenčno prednost tudi v panogah, ki veljajo za nasičene in tradicionalne. Ključni doprinos naloge je tem, da ne potrjuje zgolj teorije, temveč ponuja tudi aplikativni okvir, kako koncept uspešno implementirati v prakso - ne le za velike korporacije, temveč tudi za podjetja, ki iščejo svojo nišo. Naloga tako odpira prostor za prihodnje raziskave in razprave o tem, kako lahko strateško razmišljanje postane gonilo bolj trajnostnega, vključujočega in ustvarjalnega gospodarstva. In today's business environment, marked by intense competition and saturated markets, companies increasingly seek strategic approaches that enable sustainable growth and long-term differentiation. The Blue Ocean Strategy, which focuses on creating uncontested market space and value innovation, has emerged as one of the most forward-thinking management concepts. This thesis first explores the theoretical foundations of the strategy - such as the ERRC grid, value innovation, and the contrast with the red ocean approach and then applies these principles in practice through a case study of a company in the entertainment industry. The analysis, based on relative data due to confidentiality agreements, reveals that the company successfully increased its revenue by over 20% and visitor numbers by more than 30% after implementing the strategy. Both research hypotheses are confirmed, showing that the Blue Ocean Strategy can foster a competitive advantage even in traditional and saturated industries. The main contribution of this thesis lies not only in supporting the theoretical model but also in providing a practical framework for implementation - offering valuable insights for companies of all sizes seeking to break out of competitive constraints. This work also opens pathways for future research on how strategic thinking can support more inclusive, sustainable, and creative business practices. sinji ocean konkurenčna prednost vrednostna inovacija strateški management poslovni model ustvarjanje tržnih niš blue ocean competitive advantage value innovation strategic management business model market creation. true true false Z. Kokolj] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-06-25 15:06:16 2025-10-09 09:08:25 2025-10-10 03:19:21 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.21 252410883 UN_Kokolj_Zoja_2025.pdf UN_Kokolj_Zoja_2025.pdf 1 9CA5260BC1F01FE3E6F35298AC7B595F c8753162dad7e4db23a77a4d1bfc8ec74677d5b8e5689ca86403387f78e18fd7 47170fca-93d0-11f0-821d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198695 Ekonomsko-poslovna fakulteta 0 0 0