Social Innovation in Yemen: Opportunities and Challenges
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Abstract
This study aims to analyze the relationship between marketing agility and the achievement of competitive advantage in pharmaceutical companies in the Governorate of Aden. It examines the impact of the dimensions of marketing agility: opportunity exploration, opportunity exploitation, and marketing flexibility, on the dimensions of competitive advantage: cost leadership, differentiation, and focus. The study adopted a descriptive-analytical approach, and data was collected using a questionnaire distributed to a purposive sample of 256 individuals, with 240 valid responses retrieved, resulting in a response rate of 93.75%. The results indicated that the level of application of the marketing agility dimensions was high, and the competitive advantage was found to be at a high level within the targeted companies. Statistical analysis results revealed a significant positive relationship between marketing agility and competitive advantage, with varying degrees of impact between the dimensions. The study recommends the need to solidify the culture of marketing agility within companies and improve the strategies associated with each dimension, which will contribute to enhancing competitive capabilities and responding to environmental changes.
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Marketing agility, Opportunity exploration, Opportunity exploitation, Marketing flexibility, Competitive advantage, pharmaceutical companies
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