The Impact of Marketing Intelligence on Enhancing the Innovation: A Comparative Study Among Service Businesses in Jordan & Saudi Arabia

Abstract

This study aimed at measure the role of marketing intelligence in enhancing the innovation. This role was measured by determine the statistical effect of applying the marketing intelligence on enhancing the innovation in service businesses in Jordan & Saudi Arabia, and also by determine the statistical differences of applying the tow concepts in service sector in such countries. The study population consisted of the highest contributed businesses of service sector in local economies such as: Local banks, Insurance and telecommunication companies and private hospitals The full survey has been conducted on business working in Amman & Riyadh cities. The employees in top management were unit of analysis. The study concluded that there is a positive statistical effect of applying the marketing intelligence on enhancing the innovation in service businesses working in both countries Jordan & Saudi Arabia. The study concluded that there is no statistical differences in applying the marketing intelligence and innovation in service businesses in both countries. All of null hypothesis are accepted, so that the statistical effect of competitive intelligence on the innovation in service businesses in Jordan and Saudi Arabia has proved. Finally, the study concluded some marketing implications that encourage applying the competitive intelligence and enhancing the innovation in business firms in Jordan and Saudi Arabia, and the study suggested some recommendations to improve using the two concepts in such businesses.