TITLE:
Strategies for Sustainability in Information Technology Startups: A Multiple Case Study
AUTHORS:
Jude Thomas
KEYWORDS:
Blue Ocean Strategy, New Venture Modeling Strategies, Information Technology Startups, Startup Sustainability, Value Innovation, Disruptive Technology, Agility in Technology
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.5,
September
23,
2026
ABSTRACT: This qualitative multiple-case study aimed to explore new venture modeling strategies that technology startup business owners with at least five years of success identify as crucial to their sustainability. Understanding strategies that increase success rates could boost employment opportunities and stimulate job growth in the United States. The concept of blue ocean strategy, introduced by Kim and Mauborgne (2015), involves creating new markets through value innovation, in which competition becomes irrelevant. Three Silicon Valley-based technology startup owners, each with over five years of experience, were interviewed for this study. The findings are intended to guide other technology startup owners who want to develop innovative products and services, enter new markets within the tech sector, access uncontested markets, and improve outcomes in existing markets. The major themes identified were 1) disruptive technology, 2) value and cost tradeoffs, 3) agility in technology, and 4) data analysis; these themes may help technology startup owners sustain their businesses beyond five years. The study indicates that applying blue ocean theory to develop venture strategies that create an innovative market space and make competition irrelevant can lead to business success and long-term growth. Developing a successful venture-modeling strategy grounded in engagement, professionalism, and expertise is vital to sustaining technology startups beyond five years. Additionally, the blue ocean strategy can help business owners identify and seize market opportunities, resulting in high-quality products and services that enhance customer satisfaction and yield higher returns on investment.