The Role of Innovative Marketing in Achieving Competitive Advantage of Yemeni Pharmaceutical Companies

Abstract

The study aimed to identify the role of innovative marketing in achieving competitive advantage for Yemeni pharmaceutical manufacturing companies. It employed a descriptive-analytical approach, and to achieve the study's objectives and test its hypotheses, a questionnaire was constructed to collect primary data from the study population of 140 employees in Yemeni pharmaceutical manufacturing companies. A comprehensive sampling method was chosen for all marketing managers, their supervisors, and sales representatives. The questionnaires valid for analysis were 112, and the data were statistically processed using SPSS. The study revealed that there is a significant interest among the studied companies in practicing innovative marketing across its various dimensions. The studied companies also show a high interest in achieving competitive advantage in all its dimensions. It was found that there is a positive role for innovative marketing in achieving competitive advantage. Furthermore, the study revealed a significant interest from the studied companies in offering innovative products and products with different shapes and packaging. The study recommended the necessity of investing in the influential relationship of innovative marketing in achieving competitive advantage, which contributes to enhancing their performance and sustainability by strengthening their innovative marketing capabilities and skills, and thus positively impacting their competitive advantage.