دور التسويق الابتكاري المستدام في تحقيق الميزة التنافسية للمؤسسة

Abstract

This study aimed to determine the role of sustainable innovative marketing in achieving the competitive advantage of the organization, considering the dimensions of the sustainable innovative marketing mix (sustainable innovative product, sustainable innovative price, sustainable innovative distribution, sustainable innovative promotion, sustainable innovative physical evidence, sustainable innovative individuals, sustainable innovative operations ) independent variables and the competitive advantage is a dependent variable, and in order to answer the problem and achieve the objectives of the study, the questionnaire was relied upon as a tool for collecting data, which amounted to 312 questionnaires distributed to the members of the study sample, and the statistical package for social sciences (SPSS) was used to analyze the data based on a set of Statistical methods. The study concluded that there is a role for a group of dimensions of sustainable innovative marketing in achieving the competitive advantage for customers of the Algerian Gulf Bank AGB, and the role of the dimensions varies from one dimension to another, and the study recommends the need for banking service institutions to adopt the concept of sustainable innovative marketing because it is considered a modern concept for Algerian institutions Which is considered the key to the success of any institution, and the environmental aspect must be included in the various marketing activities of the bank because it helps in continuous development and achieving a competitive advantage on the one hand, and achieving customer satisfaction and protecting the environment. Keywords:innovative marketing, sustainable innovative marketing, competitive advantage, Gulf Bank AGB