Role of Creativity Marketing in Enhancing Strategic InnovationA survey of the opinions of a sample of administrative leaders at the Al-HillaTextile Factory

Abstract

 The purpose of the research is to identify the role that creativity marketing can play in achieving Strategic Innovation. Administrative leaders at the Al-HillaTextile Factory were chosen as the research community to demonstrate the extent of their agreement on the importance of the impact of creativity marketing in achieving Strategic Innovation, as they are the relevant group in this field. The research relied on three dimensions to measure the independent variable, creativity marketing, namely (developing marketing technology, increasing the value of resources, and calculated risks). The research also adopted two dimensions to measure the dependent variable, Strategic Innovation, namely (proactive orientation towards technology, proactive orientation towards the market). The research sample included 81 administrative leaders at the Al-HillaTextile Factory. Questionnaires were distributed to them, which included measures of the research variables. Hypotheses were tested regarding the correlation and influence between the research variables using the necessary statistical formulas, means, and methods, which demonstrated the acceptance of the research hypotheses at the overall level and at the sub-dimension level. The research reached a set of conclusions that showed that creativity marketing is one of the prominent and important factors in achieving Strategic Innovation in the organization under study