دور التوجه الاستراتيجي في تحقيق التسويق الابتكاري : بحث تحليلي وصفي لآراء عينة من العاملين في شركة آسيا سيل للاتصالات

Abstract EN

This research aims to demonstrate the role of strategic orientation as an independent variable in achieving innovative marketing as a dependent variable, to reach the appropriate mechanisms to achieve innovative marketing in Asiacell Communications Company, The research sample consisted of (42) individuals working in Asia Cell Communications Company, The descriptive analytical approach was adopted, And the questionnaire was used in data collection and hypotheses were tested using many statistical methods using the statistical program (SPSS) in addition to the statistical means represented by (standard deviation, arithmetic mean, Spearman correlation coefficient, and statistical validity).

To a set of conclusions, the most important of which is that the results emphasized that the organization possesses innovative marketing that makes it a forerunner in providing innovative services to the customer in order to obtain a high market share, ensuring that it obtains a competitive advantage in the sector in which it operates.

The surveyed keep pace with the changes that occur in communications technology and rely on the latest ones in order to increase the efficiency and effectiveness of the service provided, since the communications sector is one of the important and highly changing sectors.