Blue ocean strategy seeks to turn strategic management on its head by replacing ‘competitive advantage’ with ‘value innovation’ as the primary goal where firms must create consumer demand and exploit untapped markets. Empirical analysis has been focused on case study evidence and so...

Search theories suggest that a decline in search costs increases search behavior. This relationship has been well supported by prior experimental research but not by studies conducted in retail settings. Our review of the literature suggests that this discrepancy might be driven by the fact that...