Combination of Balanced Score Card and Blue Ocean Strategy in Strategic Planning

Strategic management process is not a straightforward task. To make the process more effective, it is essential to use reliable models which have potential for value creation as well as comprehensive approaches toward strategic management. In doing so, we combined Balanced Score Card (BSC) and Blue Ocean Strategy (BOS) with each other to fulfill an effective strategic planning. Therefore, this study aims to propose a methodology which integrates BSC and BOS and we applied REGIM and fuzzy NAIADE techniques to do strategic planning in the largest Iranian internet service provider. There are three main contributions in this study. First, strategic planning research is mostly based on BSC structure. However, we create synergy in strategic planning by combining two well-known strategic models known as Blue Ocean Strategy and Balanced Scorecard structure. In fact, BSC creates sustainable advantages by executing appropriate strategies and BOS is practical when companies avoid sever competition and create uncontested market. The integration of these models help companies to response more properly to today's changed-filled environment. Furthermore, new strategy map (SM) is constructed based on governing ideas and destinations which contains characteristics of a good BOS strategy. Finally, we applied fuzzy REGIM to identify the level of importance for each destination and we used fuzzy NAIADE to rank strategic objectives.