تأثير الإبداع التكنولوجي في البراعة التسويقية : دراسة تحليلية لآراء العاملين في المستشفيات الأهلية ضمن مركز محافظة بابل

Abstract EN

This study seeks to know the extent of the impact of technological innovation in its dimensions on the marketing prowess in its dimensions on the medical, administrative and nursing staff in private hospitals in the center of Babil Governorate.

To achieve this, the researcher relied on measuring technological innovation based on four dimensions (service innovation, process innovation, research and development expenditures, and patents), and marketing ingenuity was measured depending on three dimensions (Opportunities Explore, opportunities Exploiting, Marketing Flexibility).

so, The necessary data and information were collected from the research community based on a questionnaire, where the study sample amounted to 204 individuals.

Such that, the study contained two main hypotheses explaining the extent of the correlation and influence between Technological innovation and its dimensions, and marketing ambidexterity and its dimensions, and they were subjected to statistical analysis.

Also, the statistical results showed a positive and significant effect of the technological innovation variable on marketing prowess