| Abstract |
Nowadays every industry has its irritating competitors who seek for winning a higher market shares and this issue has been very hateful with globalization and the world has become a small village. In the meantime, companies try to get away from conventional marketing (Red Ocean Strategy). Hence, Kim and Mauborgne, (2005) introduced a theory of Blue Ocean Strategy (BOS) challenges companies to break out of the Red Ocean of conventional competition by creating uncontested market space that changes the concept of competition and obtains value innovative clues with long term strategy to have a successful market. Gündüz, Ş. (2018), stated that BOS studies demonstrate that every blue ocean will eventually turn red due to fast entries into the market and the literature leaves a gap in understanding how Blue Ocean could be turned into blue again after it becomes red. This research demonstrates that by using the European Foundation for Quality Management (EFQM) Business Excellence Model so, the purpose of this research is to sustain BOS through implementing the EFQM Excellence Model by applying for a selected sample of the society of electrical appliances and home electronics companies in the Arab Republic of Egypt represented by Toshiba El-Araby Company and European Company represented by Electrolux Egypt Company, each company will be presented as a sample unit. The research adopted the quantitative methodology and was conducted by arranging a paper-based questionnaire collected from 200 employees from both companies which are Toshiba El-Araby Company and Electrolux Egypt Company. The inductive logic was used to verify the proposed ten hypotheses, classified to three main hypotheses, the first group of hypotheses is experimenting the relationship between EFQM enablers and BOS. The second group of hypotheses is experimenting the relationship between BOS dimensions and EFQM results and finally, the last Hypothesis is experimenting there are a significant differences between the views of the two sample groups on the dimensions of the study according to each company's nationality: Toshiba El-Araby "Egyptian Company" and Electrolux Egypt Company "European Company". The data were analyzed using Spearman correlation by SPSS software. The findings included firstly there is a positive significant relation between EFQM enablers and BOS dimensions, secondly there is a positive significant relation between BOS dimensions and EFQM Results and finally it founded there are no significant differences between the opinions of the sample groups about the study dimensions by Nationality of company about BOS also, there are no significant differences between the opinions of the sample groups about the study variables by Nationality of company about EFQM Enablers and there are no significant differences between the opinions of the sample groups about the study variables by Nationality of company about EFQM results. This research recommended that establishing separate excellence management adopting the EFQM excellence model as a special prize for excellence in the Egyptian. Also, Governmental support for Companies that adopt the idea of BOS Philosophy for achieving value innovation for both customers and the company.
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