The Effects Of Blue Ocean Strategy On Organization Performance: A Case Of Liaison Group Insurance Brokers.

ABSTRACT In Kenya, over 75% of insurance companies employ red ocean strategies to outperform competitors and acquire many customers in the existing insurance market. Only less than 10% of insurance companies have attempted to implement blue ocean strategy by offering new insurance services in the target market and thus successful implementation of Blue Ocean strategy remains as a major hindrance to the growth and development of the insurance industry in the country. The main objective of the research study was to investigate the effects of blue ocean strategy on organization performance in Li…