Marketing Innovation and Its Role in Achieving Competitive Advantage: Case Study on Nokhba Consumer Goods Company in Tripoli

Abstract

This study aims to analyze the role of marketing innovation as a strategic approach to achieving competitive advantage in commercial institutions, particularly within a highly competitive business environment. The research explores the conceptual framework of marketing innovation and its dimensions (creative, technological, and market-based), examining its impact on enhancing an organization's competitive position.

The study adopted a descriptive-analytical approach for the theoretical framework and an applied case study approach for the practical section. The findings reveal a strong positive correlation between adopting innovation strategies across the marketing mix (product, pricing, promotion, and distribution) and achieving sustainable competitive advantage. This is evidenced by increased market share, higher customer satisfaction and loyalty rates, and improved operational efficiency compared to competitors.

The study employed the descriptive-analytical method through reviewing literature and previous studies.
It concluded with several findings, including:

1. A strong positive correlation exists between adopting marketing innovation strategies and achieving sustainable competitive advantage.
2. Significant improvement In performance indicators was observed in the case study company after Implementing marketing innovation, including:

• Increase in market share from 12.5% to 16.8% (34% growth).
• Noticeable improvement In customer satisfaction rates.
• Reduction in customer acquisition cost from $50 to $32 (36% decrease).
• Increase in customer loyalty rate from 20% to 45% (more than doubling the rate).

3.The applied study demonstrated that marketing innovation is an effective strategic tool for achieving differentiation, enhancing operational efficiency, and improving brand perception.