أثر التسويق الريادي على استدامة الميزة التنافسية : دراسة تطبيقية على شركة مصر للطيران

الملخص EN

The study aimed to measure the impact of entrepreneurial marketing on the sustainability of the competitive advantage and its dimensions of outstanding quality, outstanding efficiency, and outstanding response in EgyptAir.

to achieve the objective of the study; A survey form was designed and distributed electronically to a sample of employees at various administrative levels in EgyptAir and its branches in the governorates of Cairo and Giza, which number about (14) branches.

The form link was sent to (412) employees of EgyptAir, while (354) responses were obtained, and the number of forms valid for analysis was (301).

The results of the study highlighted the significant and positive impact of entrepreneurial marketing on enhancing the sustainability of the competitive advantage in EgyptAir.

Entrepreneurial marketing also positively affects the dimensions of the sustainability of the competitive advantage represented in outstanding quality, outstanding efficiency, and outstanding response.

The impact of entrepreneurial marketing was strongest on the dimension of outstanding quality, then on the dimension of outstanding efficiency, and finally on the dimension of outstanding response.