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

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Last updated: 11 May 2025

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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.

DOI

10.21608/ajss.2025.370984.1068

Keywords

marketing strategy, creativity in marketing, Arab markets

Authors

First Name

حسام الدين فتحى

Last Name

محمد

MiddleName

-

Affiliation

الاكاديمية الدولية للهندسة وعلوم الاعلام- شعبة ادارة الاعمال

Email

dr-hossamfathi@iams.edu.eg

City

الهرم

Orcid

0000-0002-8064-0555

First Name

وليد ابو بكر

Last Name

ابو زيد

MiddleName

-

Affiliation

الاكاديمية الدولية للهندسة وعلوم الاعلام

Email

walid_mti@hotmail.com

City

-

Orcid

-

First Name

Yasser

Last Name

El-Tayeb

MiddleName

-

Affiliation

Higher Institute for Managerial Sciences – Janaklees, El-Beheira, Egypt.

Email

yasser.eltayeb1979@gmail.com

City

-

Orcid

-

Volume

3

Article Issue

1

Related Issue

50295

Issue Date

2025-01-01

Receive Date

2025-03-24

Publish Date

2025-01-01

Page Start

459

Page End

500

Print ISSN

2974-3524

Online ISSN

2974-3532

Article File

AJSS_Volume 3_Issue 1_Pages 459-500.pdf

PDF . 590.9kB

Link

https://ajss.journals.ekb.eg/article_421643.html

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http://journals.ekb.eg?_action=service&article_code=421643

Order

421,643

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بحوث ميدانية

Type Code

2,733

Publication Type

Journal

Publication Title

المجلة الأكاديمية للعلوم الإجتماعية

Publication Link

https://ajss.journals.ekb.eg/

MainTitle

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

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Article

Created At

11 May 2025