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Elhorani, Y.M.M. (2017) The Extent of Adoption of Blue Ocean Strategy in Food Industries Companies in the Gaza Strip and Its Role in Enhancing Sustainable Competitive Advantage. The Islamic University—Gaza Research and Postgraduate Affairs Faculty of Commerce Master of Business Adminstration, Kushtia.

has been cited by the following article:

• TITLE: The Effect of Blue Ocean on Business Entrepreneurship through Niche Marketing as a Mediating Variable (Applied Study on Zalat for Leather Products Co.)

  AUTHORS: Hossam Atef Abdel-Dayem, Mohamed Abdel Salam Ragheb, Mohamed Abdel-Azzim, Fahd Abdel-Azziz Hamaida, Alaa Abdel-Wahed Abdel-Bary

  KEYWORDS: Blue Ocean, Niche Marketing, Business Entrepreneurship

  JOURNAL NAME: Open Access Library Journal, Vol.8 No.10, October 26, 2021

  ABSTRACT: This research investigates the impact of the Blue Ocean Strategy on business entrepreneurship through Niche marketing as a mediator. Researchers adopted a descriptive-analytical approach, A structured questionnaire was developed and administrated to a sample of “Zalat for leather products” employees, where 500 questionnaires were distributed, and 395 questionnaires were retrieved for analysis. The rate was 79% of the distributed questionnaires. Analyzing data was conducted using a set of statistical methods using SPSS-V23 and AMOS-V23. The study found that Blue Ocean Strategy and Niche marketing all had a significant positive effect on business entrepreneurship. These findings suggest that companies should utilize the Blue Ocean Strategy to select a Niche market according to their unique advantages and develop high-margin products through product customization strategies.