This study aimed at measuring and determining the effect of applying marketing intelligence on enhancing the innovation in both of productive and service sectors in Jordan, and the study aimed also to determining the statistical differences in applying the marketing intelligence & innovation in such businesses. The study population consisted of two sectors. The productive sector consisted of both of drugs & dairy products factories. While the service sector consisted of all Jordanian banks, Insurance and telecommunication companies and private hospitals. The full survey has been conducted on studied businesses working in the capital of Amman. The directors of research and development, marketing, sales and customer care departments were unit of analysis. The study concluded that there is a positive statistical effect of applying the marketing intelligence on enhancing the innovation in the businesses working in the tow-studied sectors in Jordan. The study concluded also that there is no statistical differences among the businesses working in the two sectors in applying the marketing intelligence and innovation. Most of hypothesis are accepted, so that the statistical effect of competitive intelligence on the innovation in productive and service companies in Jordan has proved. However, the study found there is no statistical effect of applying the marketing intelligence on innovative distribution in productive businesses in Jordan. Finally, the study concluded some marketing implications that encourage applying the marketing intelligence and enhancing innovation in business firms in Jordan, and so that the study suggested some recommendations to develop using the two concepts in such businesses.
Al-Nsour, Iyad A. Dr
"Effect of Applying the Marketing Intelligence on Enhancing Innovation: Comparative Study between Productive & Service Sectors in Jordan,"
Arab Journal of Administration المجلة العربية للإدارة: Vol. 37
, Article 11.
Available at: https://digitalcommons.aaru.edu.jo/aja/vol37/iss2/11