%0 Journal Article
%T The Effect of Blue Ocean on Business Entrepreneurship through Niche Marketing as a Mediating Variable (Applied Study on Zalat for Leather Products Co.)
%A Hossam Atef Abdel-Dayem
%A Mohamed Abdel Salam Ragheb
%A Mohamed Abdel-Azzim
%A Fahd Abdel-Azziz Hamaida
%A Alaa Abdel-Wahed Abdel-Bary
%J Open Access Library Journal
%V 8
%N 10
%P 1-13
%@ 2333-9721
%D 2021
%I Open Access Library
%R 10.4236/oalib.1108010
%X 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 ˇ°Zalat for leather productsˇ± 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.
%K Blue Ocean
%K Niche Marketing
%K Business Entrepreneurship
%U http://www.oalib.com/paper/6763973