Variable

No of Item

Item Range

Source

Independent Variable: Blue Ocean Strategy

31

[12]

Raising

8

1 - 8

Reduction

8

9 - 16

Elimination

8

17 - 24

Innovation

7

25 - 31

Mediating Variable: Niche marketing

23

[13]

Customer characteristics

7

32 - 38

Market characteristics

8

36 - 39

Competition

8

37 - 44

Dependent Variable: Business entrepreneurship

27

[14]

Initiation

7

45 - 51

Risk tolerance

6

52 - 57

Seize opportunities

6

58 - 63

Creativity

8

64 - 81