The Role of Strategic Ingenuity in Achieving Marketing Differentiation: An Analytical Study of the Opinions of a Sample of Employees at Korek Company for communication in Erbil

Abstract

Objecti : The current study aimed to identify the role of strategic prowess in achieving marketing differentiation, an analytical study of the opinions of a sample of employees at Korek company for communications in Erbil. The dimensions of the strategic prowess variable included (strategic vigilance, strategic flexibility, organizational transformation, and cognitive integration), while the dimensions of marketing differentiation were represented by (product differentiation, service differentiation, personnel differentiation, process differentiation, brand image differentiation, and marketing channels differentiation)

 Study methodology :The research used a descriptive methodology to describe the main variables and an analytical methodology to analyze the relationships and correlations between the study's variables and their dimensions The research population was limited to Pepsi company employees in Erbil, where 106 individuals responded to the questionnaire. The number of questionnaires valid for statistical analysis was 89. The hypotheses were tested using the computer software (SPSS.Ver.26).

Conclusions and Suggestions: The study concluded that strategic agility is a crucial factor in enhancing a company's ability to achieve marketing excellence, as the results showed a strong and significant positive impact between strategic agility and marketing excellence. The study recommended annual strategic plans for employee training and development to continuously enhance their skills and prepare them for future responsibilities. It also considered the fundamental perspectives and opinions of customers and actively used these to continuously develop and update services, including contributing to increased customer satisfaction.