The impact of marketing innovation on competitive advantage in Dubai’s food retail SMEs: The role of cost effectiveness
List of Authors
  • Nadratun Nafisah Abdul Wahab , Shurouq Alhammadi

Keyword
  • Marketing Innovation, Competitive Advantage, Cost Advantage, Green Marketing, Digital Marketing, Educative Marketing, SMES, Dubai

Abstract
  • This study investigates the impact of marketing innovation on competitive advantage in food retail SMEs in Dubai, with a focus on the role of cost effectiveness. Specifically, it examines how green marketing, digital marketing, and educative marketing influence cost advantage. A total of 380 participants from 56 selected SMEs were surveyed using a structured questionnaire, and the data were analyzed using multiple regression analysis. The results reveal that green marketing has a significant positive effect on product advantage, suggesting that eco-friendly practices can enhance product differentiation and lead to cost efficiencies. Digital marketing also shows a significant positive impact on cost advantage, particularly in terms of reaching a broader audience and improving customer engagement at lower costs. Educative marketing contributes positively to product advantage by increasing consumer awareness and loyalty. However, the overall effect of marketing innovation on cost advantage was positive but not statistically significant, indicating that the effectiveness of marketing innovations in driving cost advantages may depend on their strategic implementation. These findings underscore the importance of adopting targeted marketing strategies to gain a competitive edge in the dynamic food retail sector of Dubai.

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