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Asian Journal of Marketing
  Year: 2010 | Volume: 4 | Issue: 3 | Page No.: 113-130
DOI: 10.3923/ajm.2010.113.130
The Impact of Marketing Innovation on Creating a Sustainable Competitive Advantage: The Case of Private Commercial Banks in Jordan
Mahmod, J. Alsamydai, Ibrahim, A.M. Alnawas and Rodina A. Yousif

Abstract:
The aim of the study was to examine the impact of marketing innovation on creating a sustainable competitive advantage in the financial sector. The current research was based on empirical approach. A random sample of 200 respondents’ was drawn from ten Jordanian commercial banks. A self administrated questionnaire was employed to collect the required data. A number of hypotheses were formulated for this purpose. Frequency analysis, descriptive analysis and one sample t-Test were used to analyze the data. The findings of the study show that there existed positive relationship between innovative marketing mix, management perception, customer involvement, innovative marketing information and creating a sustainable competitive advantage. Based on the results a number of recommendations were proposed and suggestions for future studies were made. Our contribution is that this is the first empirical research of it's kind in the region that tackles in a specific way the impact of (1) innovativeness in marketing mix (pricing, promotion, product and place) (2) management perception and support for the process of marketing innovation (3) customer perception and involvement in the process of marketing innovation and finally (4) innovativeness in marketing information, on the potential of creating a sustainable competitive advantage for financial institutions.
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27 November, 2016
emad masoud:
kindle provide me with the full text
 
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