Vol: 12, Issue: 2 2022

Page: 132-149

The Role of the Green Ocean Strategy in Mediating Stimulating Continuous Innovation to Achieve Strategic Victory: An Exploratory Study in the General Company for Leather Industries

Dr. Alaa Abdulkareem Ghaleb Al-Mado

Received Date: 2022-03-17

Accepted Date: 2022-04-25

Published Date: 2022-04-30

http://doi.org/10.37648/ijtbm.v12i02.007

The management of the General Company for Leather Industries faces in its work in the local market a constant state of competition; whether it is from competing companies or products imported from different countries, in addition to changes in customer tastes and the acceleration of the pace of designs and environmental variables, which requires the adoption of a green ocean strategy to help the company face those challenges, Hence, the research problem crystallizes on how the green ocean strategy that employ to achieve strategic victory by adopting stimulating Continuous innovation in the General Company for Leather Industries. The goals that it seeks to achieve indicate the objectives of the research. A questionnaire was adopted and distributed to (84) samples of employees of the General Company for Leather Industries in the city of Baghdad. To measure the results of the influence relationship. The research concluded that there is an influence relationship of the green ocean strategy on the strategic victory and a positive effect to stimulate Continuous innovation. The study recommends adopting the green ocean strategy as an approach followed by the management of the General Company for Leather Industries to increase the creative ideas that help it reach and maintain the strategic victory

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