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The Role of Marketing Creativity and Innovation in Achieving Competitive Advantage for Banks

DOI: 10.3923/ibm.2010.53.56

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Abstract:

Marketing innovation and creativity requires organizations to continuously search for the development of its products and services in order to achieve new gains for its clients and fulfill their needs and requirements; a model is proposed to illustrate the role of marketing innovation and creativity in achieving competitive advantage for Jordanian banks. The results of the study shows that the independent variables (Marketing Innovation and Creativity) which were tested through the hypothesis and illustrated in the model plays a major role in achieving competitive advantage. The study shows the innovation and creativity are crucial in organizations success. The study concluded that through marketing innovation and creativity, Jordanian banks can improve their businesses and achieve competitive advantage.

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