أثر الذكاء التسويقي على تدعيم عملية الابتكار : دراسة مقارنة بين مؤسسات الأعمال الخدمية لدى الأردن و السعودية

الملخص EN

This study aimed at determining the effect of applying marketing intelligence on enhancing innovation in service institutions in Jordan and Saudi Arabia.

The study also aimed at determining statistic differences in the use of such concepts as “Intelligence” and “Innovation” in the service sector in both compared countries.

The research population consists of most of large companies working in service sector such as: national commercial banks, insurance companies, telecommunications companies and private hospitals.

The comprehensive survey was adopted to cover companies working in Amman and Riyadh cities.

The study sample consisted of managers (or their deputies) working in the departments of marketing, sales, customer care and product developing.

The study showed that the level of marketing intelligence and innovation are highly and moderately applied in the Jordanian sample respectively, whereas such two concepts are highly applied in the Saudi sample.

It also indicates that there is a positive impact of marketing intelligence on innovation in businesses in Jordan and Saudi Arabia.

The study also showed that there are no statistical differences in applying marketing intelligence and innovation in businesses in both compared countries.

In addition, all hypotheses about the impact of marketing intelligence on innovation are proved.

Finally, the study recommends and suggests some marketing implications that encourage applying marketing intelligence in business firms in both Jordan and Saudi Arabia