[ التسويق الابتكاري ودوره في تحقيق الميزة التنافسية المستدامة لعدد من الفنادق في مدينة دهوك: دراسة استطلاعية ]
Volume 19, Issue 1, January 2017, Pages 108–122
Khairi Ali Auso1 and Aveen Salim Nuree2
1 Assistant Professor, Technical Collage of Administration, Duhok Polytechnic University, Iraq
2 Lecturer, Technical Collage of Administration, Duhok Polytechnic University, Iraq
Original language: Arabic
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The research aims to test the relationship between innovative marketing and sustainable competitive advantage at some hotels in Dohuk city. To achieve the research goal and complete the requirements, researchers proceeded to prepare a theoretical framework from the literature. Research sample consisted from (55) of the managers in these hotels. A questionnaire has been developed to collect field-side data. Through some statistical methods, results and hypotheses have been analyzed and tested. Conclusions represented the adoption of researched hotels to the concept of innovative marketing with high level of acceptance. Correspondingly, the research owned sustainable competitive advantage with high level of acceptance. The research found set of proposals represented the need of enhancing the attention of innovative marketing and sustainable competitive advantage, and the development and progress of innovation among workers in the surveyed hotels.
Author Keywords: innovative marketing, sustainable competitive advantage.
Volume 19, Issue 1, January 2017, Pages 108–122
Khairi Ali Auso1 and Aveen Salim Nuree2
1 Assistant Professor, Technical Collage of Administration, Duhok Polytechnic University, Iraq
2 Lecturer, Technical Collage of Administration, Duhok Polytechnic University, Iraq
Original language: Arabic
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The research aims to test the relationship between innovative marketing and sustainable competitive advantage at some hotels in Dohuk city. To achieve the research goal and complete the requirements, researchers proceeded to prepare a theoretical framework from the literature. Research sample consisted from (55) of the managers in these hotels. A questionnaire has been developed to collect field-side data. Through some statistical methods, results and hypotheses have been analyzed and tested. Conclusions represented the adoption of researched hotels to the concept of innovative marketing with high level of acceptance. Correspondingly, the research owned sustainable competitive advantage with high level of acceptance. The research found set of proposals represented the need of enhancing the attention of innovative marketing and sustainable competitive advantage, and the development and progress of innovation among workers in the surveyed hotels.
Author Keywords: innovative marketing, sustainable competitive advantage.
Abstract: (arabic)
يهدف البحث الى اختبار العلاقة بين التسويق الابتكاري والميزة التنافسية المستدامة على مستوى عدد من الفنادق في مدينة دهوك، وتحقيقا لهدف البحث وإكمال متطلباته باشر الباحثان بإعداد إطار نظري بالإفادة من أدبيات الموضوع، تكونت عينة البحث من (55) من المديرين في هذه الفنادق، وجرى تطوير استبانة لجمع بيانات الجانب الميداني، ومن خلال بعض الأساليب الإحصائية تم تحليل النتائج واختبار الفرضيات، تمثلت أهم الاستنتاجات بتبني الفنادق المبحوثة لمفهوم التسويق الابتكاري في العناصر المختلفة وبمستوى قبول عالي، كما تمتلك الميزة التنافسية المستدامة بجميع الابعاد وبمستوى قبول عالي، وتوصل البحث إلى مجموعة من المقترحات تمثلت اهمها بضرورة تعزيز الاهتمام بالتسويق الابتكاري والميزة التنافسية المستدامة، وكذلك تنمية وتطوير روح الابتكار لدى العاملين في الفنادق المبحوثة.
Author Keywords: التسويق الابتكاري، الميزة التنافسية المستدامة.
How to Cite this Article
Khairi Ali Auso and Aveen Salim Nuree, “Innovative Marketing and its role in achieving sustainable competitive advantage for a number of hotels in Duhok city: a prospective study,” International Journal of Innovation and Applied Studies, vol. 19, no. 1, pp. 108–122, January 2017.
