THE IMPACT OF MARKETING STRATEGY ON THE MARKETING INNOVATION AND THE MARKETING COMPETITIVE ADVANTAGE IN THE JORDANIAN FURNITURE INDUSTRY

This study is designed to explore the influence of marketing strategy on marketing innovation and the marketing competitive advantage. Additionally, in this study, elements of marketing strategy (product strategy, pricing strategy, promotion strategy and distribution strategy) were adopted, and marketing innovation was used as a mediator. Quantitative approach was applied, and a questionnaire was distributed by hand-to-hand method to 267 employees working in the furniture industry on the basis of a convenience sample. SPSS and AMOS were applied as statistical techniques to examine and analyze the primary data. Results of analysis accepted the all-proposed hypothesis. The research has empirically confirmed that marketing strategies have a positive impact on marketing innovation and the marketing competitive advantage; and that marketing innovation had a positive impact as mediator on the marketing competitive advantage. Moreover, it found that the elements of marketing strategy: product, price, promotion, and distribution, have a positive impact on both marketing innovation and marketing competitive advantage. In addition to the above results, it found that elements of marketing strategy have a more positive impact on the marketing competitive advantage than marketing innovation. The study recommended that the companies should determine the right marketing strategy that encourages innovation to distinguish themselves and to gain a competitive advantage in the market by obtaining customer satisfaction considering the changes in the business environment.