السلوك الإبداعي وتأثيره في تعزيز البراعة التسويقية

Innovation behavior and its effect on enhancing of Marketing Ambidexterity

Abstract  :

The current study aims mainly to demonstrate the impact of Innovation behavior in enhancing marketing Ambidexterity on a sample of medical and nursing staff at Shaheed Dr. General Fayrouz in Wasit Governorate. To achieve this, Innovation behavior was measured on five dimensions (fluency, originality, flexibility, Sensitivity of Problems The spirit of risk).   While the marketing Ambidexterity was measured through two dimensions (Opportunities Explore, opportunities Exploiting) In order to achieve the aim of the study, a hypothetical chart was designed that clarifies the nature of the relationship between the variables of the current study, and the researcher relied on the questionnaire as a tool to collect the necessary data from a sample of medical and nursing staff in Martyr Dr. Fairouz General Hospital, which amounted to (248) individuals, and the study included two hypotheses  Two main principles, from which five sub-hypotheses emerged, which were subjected to statistical analysis, as many statistical methods were used, depending on (23 Amos V.), (24 SPSS V.), and (Microsoft Excel 2010), among the most prominent of these methods (confirmatory factor analysis  , Kolmogorov –Smirnov test to find out the extent to which data are subject to a normal distribution, weighted mean, standard deviation, simple correlation coefficient, and multiple regression coefficient) .

 The study reached a set of conclusions, the most important of which is the existence of a strong correlation and influence between Innovation behavior in its dimensions and marketing Ambidexterity in its dimensions, and it was also evident through the results of the response of the medical and nursing staff in the researched hospital to the importance and impact of Innovation behavior in achieving success and marketing excellence. The study presented a set of recommendations, the most prominent of which was that the surveyed hospital should enhance the Innovation behavior of its employees (the study sample) and make sure to make possible efforts in activating its dimensions emanating from it (fluency, flexibility, originality, Sensitivity of Problems, The spirit of risk ) as well as the need to develop methods and mechanisms  Trusted professionalism by senior management in order to explore and invest current and future marketing opportunities .