BLUE OCEAN STRATEGY AND THE PERFORMANCE OF SELECTED ALUMINUM EXTRUSION FIRMS IN SOUTH-SOUTH AND SOUTH-EAST NIGERIA
The study examines the relationship between Blue Ocean Strategy and the Performance of selected Aluminum Extrusion Firms in South-South and South-East Nigeria. It aimed to investigate the relationship between value innovation strategy and product quality, and also to determine the relationship between cost leadership strategy and customer satisfaction. The population of the study was 509 which comprised the aluminum dealers, management and staff of the selected aluminum firms. The descriptive statistic tools included tables, percentages, mean scores and standard deviation to reduce the data into comprehensible form. The findings of the study show that there is a significant positive relationship between cost leadership and customer satisfaction and that there is a significant positive relationship between value innovation and product quality. In conclusion, the study was able to establish a nexus between Blue Ocean Strategy and the Performance of Aluminum Extrusion Firms in the South-South and South-East regions of Nigeria.
Keywords: aluminum, blue, extrusion, firms, nigeria, ocean, performance, selected, south-east, south-south, strategy