أثر التسويق الريادي على تحقيق الميزة التنافسية المستدامة : دراسة ميدانية على البنوك التجارية بمدينة الأبيض- السودان

Abstract EN

The study aimed to identify the impact of the application of entrepreneurial marketing on achieving sustainable competitive advantage in commercial banks - El Obeid City.

The study used the descriptive analytical approach and the case study method.

The questionnaire was the main tool on which the study relied.

(155) questionnaires were distributed to the study population, and (134) were recovered by (86%), the main hypothesis of the study, there is a relationship between entrepreneurial marketing and sustainable competitive advantage.

The Statistical Package for Social Sciences (SPSS) program was used to analyze the study data.

The study concluded that there is a relationship between entrepreneurial marketing and sustainable competitive advantage.

Where the calculated F value reached (9.

261) with a significance level of (sig = 0.

000) According to the dimension (cost reduction), which indicates that approximately 20% of the changes in sustainable competitive advantage are explained by the application of entrepreneurial marketing, and there is a relationship between entrepreneurial marketing and sustainable competitive advantage According to the dimension (achievement the quality).

The calculated F value was (11.

531) with a significance level (sig = 0.

000).

Which indicates that approximately 24% of the changes in the sustainable competitive advantage According to the dimension (achieving quality) are explained by the application of entrepreneurial marketing.

The study recommended that the administrations of commercial banks in El-Obeid city should pay more attention and research to address the shortcomings resulting from not reducing costs and achieving quality when applying entrepreneurial marketing.

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