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Employees’ Perception of Innovating Markets through Blue Ocean Strategy: A Study of Reliance Jio

H. Rajeshwari & Jaisham S.

AIMS International Journal of Management2025https://doi.org/10.26573/2025.19.3.4article
ABDC C
Weight
0.50

What the paper says

This study explores employee perceptions of Reliance Jio's application of the Blue Ocean Strategy in the competitive Indian telecom sector, specifically focusing on the city of Mysore.The research investigates how Reliance Jio successfully disrupted a saturated market through innovative pricing, product differentiation, and service delivery.By creating a new, uncontested market space and breaking traditional value-cost trade-offs, Jio repositioned itself beyond conventional industry boundaries.The study employed a structured questionnaire based on four key Blue Ocean Strategy constructs: Uncontested Market Creation, Elimination of Competition, Breaking Value-Cost Tradeoffs, and Gaining from Cost Differentiation.Responses from 125 employees across various outlets in Mysore were statistically analyzed using weighted average methods, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).Results show strong internal validation of Jio's strategic approach, with high employee agreement across all four constructs.The calculated Blue Ocean Strategy Index (6.12) strongly aligns with employee perceptions and the company's strategic direction.Employees view Jio as a leader in market innovation and cost-efficiency.The findings affirm that Jio's transformational strategies are effective externally and wellunderstood and supported internally, highlighting the importance of employee perception in sustaining strategic advantage through innovation and differentiation.

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https://doi.org/https://doi.org/10.26573/2025.19.3.4

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@article{h.2025,
  title        = {{Employees’ Perception of Innovating Markets through Blue Ocean Strategy: A Study of Reliance Jio}},
  author       = {H. Rajeshwari & Jaisham S.},
  journal      = {AIMS International Journal of Management},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.26573/2025.19.3.4},
}

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Employees’ Perception of Innovating Markets through Blue Ocean Strategy: A Study of Reliance Jio

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.