الريادة الإستراتيجية و دورها في صياغة إستراتيجية التسويق الابتكاري : دراسة تطبيقية على شركة مناجم الفوسفات الأردنية

Abstract EN

The study aimed to identify the role of strategic leadership (entrepreneurial culture, entrepreneurial leadership) in formulating the innovative marketing strategy in the Jordan Phosphate Mines Company, and to identify the level of application of strategic leadership and innovative marketing in the Phosphate Mines Company.

On the descriptive analytical approach, as well as preparing a questionnaire to collect and analyze information through the research sample, where (261) questionnaires were distributed to (managers, assistant managers, and heads of departments) in all the company’s sites within the borders of the Hashemite Kingdom of Jordan, and the number of retrieved questionnaires was And valid for statistical analysis (177) questionnaire.

The research found an impact of strategic leadership and its dimensions (the entrepreneurial mind, and strategically managed resources) in the formulation of the innovative marketing strategy in the Jordan Phosphate Mines Company, and a decrease in the presence of the dimensions of strategic leadership (entrepreneurial culture, pioneering leadership) in the formulation of the innovative marketing strategy in the Jordan Phosphate Mines Company.

The most important thing recommended by the study is to increase interest in strategic leadership in the Jordan Phosphate Mines Company to achieve a sustainable competitive advantage and increase its market share by introducing it to its marketing operations in creative and innovative ways to achieve innovative marketing.