أثر الابتكار التسويقي على أبعاد الميزة التنافسية في الشركات الصناعية الغذائية الأردنية من وجهة نظر العاملين

الملخص EN

This study aims at investigating the impact of marketing innovation (for product, price, promotion and distribution) on competitive advantage (leadership cost, quality, flexibility, and delivery) in the Jordanian food industry.

After presenting the literature review to highlight the importance and significance of marketing innovation and its actual practices in the studied population, a survey questionnaire was used to collect the necessary data, simple and multiple regression were used in analyzing the data 120 questionnaires were distributed on 60 firms.

The statistical analysis shows that there is a positive impact of marketing innovation on competitive advantage in the food industry sector.

The study recommends that Jordanian firms should be educated about the importance of marketing innovation, and the use of promotional activities to spread this knowledge to consumers