The effect of marketing dexterity on sustainable competitive advantage

Abstract

The current research aims to diagnose the type and level of influence of marketing prowess on sustainable competitive advantage. (66) individuals from the directors of departments and branches, assistant directors of departments, division officials, employees of the planning and marketing department, and salesmen in the National Insurance Company in Baghdad. The questionnaire was used as a tool for collecting data and information. It was prepared by the researcher after it was subjected to arbitration and to test the validity and reliability, in addition to the researcher’s field presence and the use of observation. Arithmetic, standard deviation, coefficient of variation, simple linear regression equation, and the research showed significant results represented by a positive relationship between the research variables, and the researcher reached a number of conclusions, most notably marketing ingenuity is an effective way to achieve a sustainable competitive advantage, The conclusion of the research was a set of recommendations, most notably the need for the company in question to adopt modern techniques and methods that facilitate the completion of its activities represented in the search for opportunities that it must seize and the threats that it may face.