N. Kochkina, PhD in Economics, Associate Professor, I. Medvedeva, PhD student Taras Shevchenko National University of Kyiv, Kyiv, Ukraine ASSESSMENT OF THE EFFECTIVENESS OF THE BLUE OCEAN STRATEGY FOR UKRAINIAN WINE INDUSTRY

The study addresses the problem of assessment the effectiveness of company’s strategy. It gives an overview of theoretical and practical foundations for development of company’s strategy. It examines the principles of innovative Blue Ocean Strategy. The Blue Ocean Strategy for Ukrainian companies on wine market is developed. It is proposed to use DPM (Direct Policy Matrix) for assessment the effectiveness of company’s strategy. The paper puts forward an algorithm for evaluating the effectiveness of strategies using DPM (Direct Policy Matrix). A structured interviews with experts by personal interview using a formalized table were conducted to build DPM. DPM is drawn to demonstrate results of the research method. Expenses for implementation the Blue Ocean Strategy for Ukrainian companies is evaluated. The efficiency of the developed Blue Ocean Strategy for Ukrainian companies on wine market is calculated.

Keywords: wine market, Blue Ocean Strategy, assessment of the effectiveness of the strategy, DPM (Direct Policy Matrix).

DOI: http://dx.doi.org/10.17721/1728-2667.2015/173-8/4

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