사업 기회 창출 및 구현에 관한 블루 오션 접근법

Blue Ocean Approach on Opportunity Creation and Realization of Franchise Start-up

Recently the importance of research on opportunity as a core of entrepreneurship is increasing. The process with which, among lots of objective opportunities, entrepreneur could reify a unique subjective opportunity, transform a focal opportunity into business, and create sustained performance was investigated. Based on several analytic tools of Blue Ocean approach, we conducted a exploratory case study on ‘BonJuk’, one of representative franchise start-ups in Korean food-service industry. According to the results, entrepreneur executed 4-step process of strategic opportunity management in order to recognize opportunity, create business, and realize wealth creation.