Surveying the hurdles in establishment of Mobile Banking as a valueinnovation among customers, as hurdles of establishment of Blue OceanStrategy (case study: East Azarbaijan Province Tejarat Bank branches)

Nowadays management challenges have changed in their essence. Competitive advantages of organizations has underwent a great change. Controversy over markets which were captured by rivals has substituted with innovation and marketing. Mobile bank is one of such innovations in banking industry which has a great potential in marketing and value creating. In this paper we have tried to look upon mobile bank innovation from Blue ocean Strategy viewpoint and analyse the hurdles ahead in establishment of this strategy regarding mobile bank implementation. Casestudy has been done on Tejarat Bank (Trade Bank) in East Azarbaijan Province. 68 branches are active in this province which 700 clerks are employed. With a regard to Morgan Table, 155 cases were chosen. In this survey we used questionnaire to collect data and get the ideas from people participating. The Cronbach's alpha coefficient in order to determine the internal consistency was 0.858, and the results obtained showed that the cognitive barriers with an average of 2.84 are the most effective factor in mobile banking’s weak reception and in weaker extent motivational barriers, source constraints are liable for this issue.

Keywords:

Blue Ocean Strategy , Mobile bank , Red Ocean Strategy , value innovation , BlueOcean Strategy’s hurdle