Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets
Fathy Mohamed, H., Walid Abu Bakr Abu Zaid, W., El-Tayeb, Y. (2025). Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets. EKB Journal Management System, 3(1), 459-500. doi: 10.21608/ajss.2025.370984.1068
Hossam Elden Fathy Mohamed; Walid Walid Abu Bakr Abu Zaid; Yasser El-Tayeb. "Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets". EKB Journal Management System, 3, 1, 2025, 459-500. doi: 10.21608/ajss.2025.370984.1068
Fathy Mohamed, H., Walid Abu Bakr Abu Zaid, W., El-Tayeb, Y. (2025). 'Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets', EKB Journal Management System, 3(1), pp. 459-500. doi: 10.21608/ajss.2025.370984.1068
Fathy Mohamed, H., Walid Abu Bakr Abu Zaid, W., El-Tayeb, Y. Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets. EKB Journal Management System, 2025; 3(1): 459-500. doi: 10.21608/ajss.2025.370984.1068

Determinants of creativity in marketing strategy: A Comparative Study Across Nine Arab Markets

المجلة الأكاديمية للعلوم الإجتماعية
Volume 3, Issue 1, January 2025, Page 459-500  XML PDF (577.05 K)
Document Type: بحوث ميدانية
DOI: 10.21608/ajss.2025.370984.1068
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Authors
Hossam Elden Fathy Mohamed email orcid 1; Walid Walid Abu Bakr Abu Zaid1; Yasser El-Tayeb2
1International Academy of Engineering and Media Sciences
2Higher Institute for Managerial Sciences – Janaklees, El-Beheira, Egypt.
Abstract
The study’s purpose is to explore the factors influencing creativity in marketing strategies across nine Arab countries: Algeria, Bahrain, Egypt, Jordan, Kuwait, Morocco, Qatar, Saudi Arabia, and the United Arab Emirates. The study utilized an extensive questionnaire that was translated into Arabic to ensure clear comprehension. The study gathered 418 questionnaires via google forum for statistical analysis, which included ANOVA and Kruskal-Wallis tests, to compare multiple groups to see if there is a significant difference among them. The study identified notable variations in creativity within marketing strategies among the nine Arab markets analysed. This underscored the significance of considering market trends, consumer behaviour, competition, brand identity, budget and resources, technology and innovation, market segmentation, organizational culture, social feedback, and data analysis when designing effective and culturally significant marketing strategies. Additionally, the results indicated that there is a significant variation in creativity in marketing strategy across these nine Arab markets, with statistical significance at the 1% level. Marketers can enhance their understanding of these nine Arab market and craft innovative strategies for success by recognizing these findings. The Arab markets necessitate significant focus and the formulation of tailored strategies. The Arab world is viewed as a collection of distinct markets, rather than a homogeneous market.
Keywords
Marketing strategy; creativity in marketing; Arab markets
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