Volume 19, No. 2, 2022
The Impact Of The Marketing Innovation Strategy On Achieving The Competitive Advantage For Saudi Telecom Companies During Covid-19
Thair Abed Alrahman Mohamed Habboush
Abstract
This study aimed to determine the effect of the marketing innovation strategy in achieving competitive advantage. This study was applied to Saudi telecom companies (Mobily, Zain Saudi Arabia, STC). The study used the descriptive and analytical approach in addition to a questionnaire tool. The tool was adopted to collect data from the sample and was distributed randomly to all mobile phone subscribers of the three companies. Therefore, (741) valid questionnaires were retrieved for analysis. In addition, the study (SBS) was used to analyze the data. Thereby, the results pointed out that the statistical analysis results showed a statistically significant impact of the marketing innovation strategy in achieving the competitive advantage of the Saudi telecom companies through the financial performance of the operational performance of the Saudi telecom companies.
Pages: 254-268
Keywords: Marketing Innovation Strategy; The Competitive Advantage; Saudi Telecom Companies; Covid-19.