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Author(s): Obianamma C. Mbonu.

Volume/Issue: Volume 8 , Issue 1 (2025)

Abstract:

The competitive environment in the telecommunications industry in Nigeria has radically shifted with the doubling of major industry players from two to four and subsequent surplus in production capacities. The dramatic changes occurring within the telecommunications industry are causing a number of established industry players to struggle with sustaining the previously high levels of profitability, with core strategies being to either differentiate or become low-cost players. This study examined the relationship between blue ocean strategy and the performance of selected telecommunication companies in Enugu Nigeria. Population of the study making up a total of three thousand eight hundred and five (3,805) constitutes the staff and management of MTN, Globalcom, and Airtel in Enugu metropolis in the month of December, 2024. Data for the study were collected through the distribution of well-structured questionnaire. The Cochran Sample determiner was used as the sample size derivation statistic and it yielded three hundred and fifty (350). The study utilized both qualitative and quantitative approaches to data analysis. This is through the descriptive and inferential statistical tools of analysis. The descriptive that was used in the interpretation and analyses of data through the frequency tables and simple percentages. The major findings of the research are that reduction strategy has a positive and significant effect on the performance of telecommunication companies in Enugu state, elimination strategy has a positive and significant effect on the performance of telecommunication companies in Enugu state, creative strategy has a positive and significant effect on the performance of telecommunication companies in Enugu state and innovation strategy has a positive and significant effect on the performance of telecommunication companies in Enugu state. It is therefore the recommendation of this study that companies should keep abreast of technological innovations and industry trends to anticipate future demands and identify new opportunities for differentiation.

Keywords:

Blue ocean, Creativity, Elimination, Innovation, Reduction, Telecommunications.

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