The role of pioneering marketing in achieving strategic excellence An exploratory study of a sample of employees at Bahar General Trading Company

Abstract

The research aims to explore the role that entrepreneurial marketing can play in achieving strategic excellence, given that the foundations of entrepreneurial marketing have an important role in contributing to supporting the activities of organizations aimed at reaching the level of strategic excellence and improving their competitive position in the business environment. Three dimensions were relied upon to measure the variable. Independent Entrepreneurial Marketing, which are (orientation towards opportunities, creativity in the product, focus on customers). The research also relied on three dimensions to measure the dependent variable, strategic superiority, which are (appropriate strategy, leadership superiority, human resources superiority). Bahar General Trading Company was chosen to be a field for research, and (50) of its employees were chosen as a sample for the research. Questionnaire forms were distributed to them, on which the necessary statistical analysis methods were conducted using electronic and statistical programs (SPSS.v.23) (Excel, 2010) in order to reach results. The research reached a set of conclusions, the most prominent of which is that the dimensions of entrepreneurial marketing can contribute effectively to achieving strategic superiority for the company under study. The research recommended a number of recommendations, the most prominent of which is the necessity of increasing the interest of the researched company in innovative marketing activities in order to improve its competitive position by reaching the level of strategic superiority in Business environment.