The Impact of Innovative Marketing Strategy on Sustainable Competitive Advantage: Hospital Dynamic Capabilities and Resources as Moderating Variables

Abstract

The research investigated the impact of innovative marketing strategy on sustainable competitive
advantage in Jordan. The research examined the impact of innovative marketing strategy as independent
variables on sustainable competitive advantage as dependent variable moderated by hospital dynamic
capabilities and resources. A cross-sectional survey and quantitative approach were used to gather
primary data collected from the management of general private hospitals in Jordan. The research
population included 29 general hospitals in Amman and Irbid cities, and the sample size of this study was
290 respondents, and the number of valid questionnaires returned 179. The findings indicate substantial
differences in the impact of the innovative marketing strategy have varied significant and insignificant
impact on sustainable competitive advantage. Also, the results show that four of the seven variables were
significant (product (health service), promotion, people and process) and three variables were
insignificant (pricing, place and physical evidence). Also, the impact of the moderating variable was
significant, with a partial impact on innovative marketing strategy and sustainable competitive advantage.
This research may contribute positively to the diffusion of awareness about adopting innovation in
crafting marketing strategies to achieve sustainable competitive advantage in private hospitals in Jordan.