الابتكار الاستراتيجي وأثـره في التسويق الريادي

محتوى المقالة الرئيسي

خديجة فؤاد علي باسـودان

الملخص

The study aimed to determine the impact of innovation on the development of entrepreneurial marketing, to demonstrate the relationship between risk and entrepreneurial marketing, and then to examine the relationship between proactive opportunity seizing and entrepreneurial marketing. The study's problem was that despite the importance of entrepreneurial marketing, and its importance for small and medium-sized enterprises (SMEs), in particular, as it enables them to exist and survive in competitive markets and also compete with the largest competitors in their industry. Given the primary challenge facing startups is competing with larger and more established companies, there remains a lack of interest in it. This may be due to some strategies related to strategic innovation in general in the field of marketing, which impacts entrepreneurial marketing. This is due to administrative leaders ignoring the importance of its intellectual assets, focusing their attention solely on how to implement regulations and instructions with its physical assets. The study followed a descriptive analytical approach, in addition to a deductive approach. One of the study's most important findings is that companies' reliance on plans to improve and increase innovation has contributed to the development of entrepreneurial marketing. Management's focus on increasing employee innovation has positive effects on entrepreneurial marketing. Applying innovation methods at all stages of the service delivery process has a positive impact on entrepreneurial marketing. The study made several recommendations, including the need for management to commit to involving employees in marketing-related decision-making, encouraging employees to hold sessions to generate positive ideas that benefit the course of work in the field of entrepreneurial marketing, and the need to provide the necessary training and qualifications to develop employees in line with entrepreneurial marketing methods. Keywords: Strategic Innovation, Entrepreneurial Marketing.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

تفاصيل المقالة

كيفية الاقتباس
Basudan, Khadija Fouad Ali. 2025. "الابتكار الاستراتيجي وأثـره في التسويق الريادي". مجلة القرطاس 4 (27). https://alqurtas.alandalus-libya.org.ly/ojs/index.php/qjhar/article/view/1417.
القسم
المقالات