Achieving marketing leadership through the dimensions of competitive advantage: Applied research for a sample of Rafidain and Rasheed bank branches

Abstract

Contemporary organizations have directed their attention to finding and designing their competitive dimensions to obtain Entrepreneurial Marketing to ensure that the organization achieves its goals. A major shift in the trends of business organizations, especially those that focus on preserving their market share and seek to expand them, which contributes to the Entrepreneurial Marketing of these organizations.

The research dealt with the work environment of the banking industry, specifically the Iraqi public banks (a number of branches of the Rafidain and Rasheed banks spread in the capital), which represent one of the important organizations that play a prominent role in the development of the national economy, and such organizations keep abreast of market developments and are interested in this field in order to improve their performance. and developing it and upgrading the level of its services, and this research addressed the analysis of the relationship between two variables, canceling the importance of the banking industry in a rapidly growing environment that needs research and analysis to stand up and diagnose these two dimensions in a scientific and practical way. The research covered the dimensions of competitive advantage as an independent variable with four sub-dimensions (quality, cost, flexibility, delivery), and the Entrepreneurial Marketing variable as a dependent variable that included five sub-dimensions (customer emphasis, value creation, risk management, creativity, and seizing marketing opportunities). The two variables to form the framework around which the research revolves, which aims to determine the impact of each of the independent variable (dimensions of competitive advantage) on the dependent variable (Entrepreneurial Marketing). A deliberate sample was chosen consisting of fifteen branches of the two banks.

The research was based on a problem represented in the increasing importance of entrepreneurial work in light of the increasing intensity of intense competition facing Iraqi banks at the present time as a natural reflection of the state of development taking place in the economic and technological environment, whether at the local or global level, which requires them to achieve the best and optimal response to these changes and not to continue following them. Traditional marketing methods.

Data were collected from (122) employees working in the selected branches, from the research community represented by (35) branches (22 branches of Rafidain Bank and 13 branches of Rasheed). The questionnaire form was used as a main tool for data collection. And the use of some reports and brochures for banks. In order to process this data, a set of statistical methods were used through the use of the SPSS Var20 statistical package program.

Based on measuring the research variables, diagnosing it and testing the correlation and influence relationships between them, the research reached a set of conclusions, including the high level of availability of research variables within banks, the research sample, the existence of a correlation relationship between the two variables, Entrepreneurial Marketing and the dimensions of the competitive advantage, as well as the presence of a significant impact of the relationship between them.