New strategic orientation of firms based on value innovation
Technical University of Cluj Napoca, Romania
PROCEEDINGS of
North International Conference of Economics,
Issue 1 / 2016,
pp.263-271
ISSN 2537-317X
ABSTRACT
Adapting of companies to a continuous commercial, social and technological environment
change requires new strategic orientation based on strategic innovation. Innovation is one of
the main factors that allow firms to achieve success. Disruptive innovation leads companies to
rapidly achieve competitive advantage. Strategic innovation creates new markets where rough
competition is diminished by reshaping consumer’s value. The paper investigates the factors
contributing to value innovation in the furniture industry from Maramureș County and setting
up a framework for Blue Ocean strategy
Keywords: value innovation, strategy canvas, Blue Ocean strategy, business model innovation
