PURPLE OCEAN STRATEGY HOW TO SUPPORT SMEs’ strongRECOVERYstrong.pdfVIP

PURPLE OCEAN STRATEGY: HOW TO SUPPORT SMEs’ RECOVERY Giorgio Gandellini Daniela Venanzi University of Rome III, Italy ABSTRACT This mainly conceptual paper suggests a new approach, aimed at supporting SMEs’ strategic realign- ment in the recovery phase after the economic crisis of 2008-2009. The analysis of the impact of the recent crisis on the performance of the Italian medium-size firms [MSEs], allows the identification of the levers on which their recovery can be based. Italian MSEs represent an interesting laboratory for experimentation for many reasons. In particular, their experiences in reacting to the crisis show the critical importance of strategic moves enhancing the competitive profile in terms of value of the firm’s investments, and can be easily applied to their SMEs counterparts, provided that specific and rigorous methodological guidelines are identified for their practical application. The model suggested in this article, starting from the Blue Ocean Strategy’s approach, identifies the weaknesses of its original formulation, and proposes its integration and development, aimed at pro- viding SMEs with a more articulated and systematic framework (i.e. the “strategic and economic con- ® trol dashboard” or, in short, Strateco Dashboard ), that equips managers with the qualitative and quantitative tools for “piloting” the key competitive success factors [KCSFs], in terms of both man- aging the components of value, and measuring its economic and financial impact. In particular, the methodology suggested in the article introduces three operational and quan