Al Qudah, M.A. and Hashem, T.N. (2018) The Impact of Applying the Blue Ocean Strategy on the Achievement of a Competitive Advantage: A Field Study Conducted in the Jordanian Telecommunication Companies. International Business Research, 11, 108-118. https://doi.org/10.5539/ibr.v11n9p108

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.