Sunday, July 4, 2010

Review of Blue ocean Strategy Research Paper

As a part of my blue ocean initiatives the blogger  will like to review an article that talks about how to develop blue oceanic ( new & innovative ) pattern in writing research papers.Here is the link :-

Creating Blue Oceans of Thought via Highly Citable Articles

Detmar W. Straub


Target Segment:- Academicians & Researchers

Abstract:-We have learnt a lot about Blue ocean strategy, but this article happens to be different because it talks about having a blue thinking in research publications. In today’s world one can find a plethora of articles, publications and research papers, but hardly any one comes up with any original thinking. Mostly they all swim in the very same red ocean. Here in this post the author tries to figure out few methods that might be helpful in inspiring intellectuals to think and write on blue ocean kind of thinking pattern, coming up with articles that can really add values to the existing structure of knowledge.

The author had very well cleared few facts such as there is hardly anything which is purely new in its nature. Most of the author writes on the fringes of BOS, or in another words that’s pink oceanic in nature.

The author had given frame work that can help people go the blue oceanic way in thinking. Things such as citation, conferences and giving more emphasis on quality of work rather than mere numbers can help in diverting towards the blue oceanic way of thinking.

Author has also given two practical examples of such thinking based research paper. Out of which the abstract one had been produced below:-

“Effective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Three conditions of human images were created including human images with facial features, human images without facial features, and a control condition with no human images. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. All expected relationships in the model were supported except no direct relationship was found between the human image conditions and trust. Additional analyses revealed subtle differences in the perception of human images across cultures (Canada, Germany, and Japan). While the general impact of human images seems universal across country groups, based on interview data four concepts emerged— aesthetics, symbolism, affective property, and functional property—with participants from each culture focusing on different concepts as applied to website design”

Though the article is a good read there are still few other steps that can be taken to ensure elements of blue oceanic thinking is there in the writing :-

1> To understand blue oceanic thinking it is very essential that one should be near to customers and their needs. It had been seen that generally academicians operate from their own glass chambers which are away from the general customers. Until unless one is not near to the customer base it is difficult to understand their latent needs and desires and hence blue oceanic thinking patterns are tough to achieve hence it becomes essential for them to spend some time with end users not as an academician but as an observer.

2> Generally students on account of being young and energetic have much better understandings of the market, latest innovations and trends. So taking their active support in writing research papers can be something of great help.

3> Many a times we come across crazy ideas, but we have a general tendency to neglect them, more often than not these crazy ideas can be converted into truly original research initiative that can challenge assumptions.

REFERENCE:- 1>MIS Quarterly

December 1, 2009
2> ebsco

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