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Green Ocean Strategy: Democratizing Business Knowledge for Sustainable Growth

Markopoulos, E; Kirane, IS; Piper, C; Vanharanta, H; (2019) Green Ocean Strategy: Democratizing Business Knowledge for Sustainable Growth. In: Ahram, T and Karwowski, W and Pickl, S and Taiar, R, (eds.) Human Systems Engineering and Design II: Proceedings of the 2nd International Conference on Human Systems Engineering and Design (IHSED2019): Future Trends and Applications, September 16-18, 2019, Universität der Bundeswehr München, Munich, Germany. (pp. pp. 115-125). Springer: Cham, Switzerland. Green open access

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Abstract

Sustainability should neither be dystopian, nor utopian, but better protopian. To achieve this, thinking green for the common good and benefit for all from all, does not only require thinking smart or green but also thinking together. This paper attempts to define a new set of organizational processes needed for a company to reach a continuous innovative and sustainable strategy by utilizing primarily its own human intellectual capital in an unbiased and democratic way. Such an approach can transmit an organization into a new management typology and leadership that can be defined as a Green Ocean strategy. The paper introduces the Green Ocean Strategy concept via a business transformation framework that can lead an organization from the Red to the Blue and from the Blue to the Green Oceans strategies. The framework is supported by phases, stages, processes, preconditions, and postconditions towards its effective adaptation.

Type: Proceedings paper
Title: Green Ocean Strategy: Democratizing Business Knowledge for Sustainable Growth
Event: 2nd International Conference on Human Systems Engineering and Design (IHSED2019): Future Trends and Applications
ISBN-13: 978-3-030-27927-1
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/978-3-030-27928-8_19
Publisher version: https://doi.org/10.1007/978-3-030-27928-8_19
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Strategy, Leadership, Knowledge, Management, Democracy, Transformation, Innovation, Green Ocean, Blue Ocean, Red Ocean
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: https://discovery.ucl.ac.uk/id/eprint/10120913
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