“…However, this is contrary to the results of research by Onyango et al (2021) which show that there is still a lack of mentoring programs in business incubation towards business orientation, these studies show that previous research findings vary, although they focus on the same topic, namely creative business. (Filho, Leon Olave, & de Carvalho Barreto, 2021) (Anik & Sulistyo, 2021) (Setianingsih & Rizal, 2017) (Widjaja & Sugiarto, 2022) (AlQershi, 2022) (Hermawati, 2020a) (Wang & Ahmed, 2009) (Hermawati, 2020b) (Soetanto & van Geenhuizen, 2019) (Hughes, Chang, Hodgkinson, Hughes, & Chang, 2021) (Liu, 2020) (Nguyen, Huynh, Lam, Le, & Nguyen, 2021) (Massaro, Rubens, Bardy, & Bagnoli, 2017) (Sari, 2022) Therefore, our study of the business incubation process is associated with business orientation strategies and creative business innovation capabilities in East Java, Indonesia.…”