Role of Entrepreneurial Marketing to Attain Competitive Edge Applied to Commercial Banks in El Obeid City, Sudan.

Abstract

The study is carried out to explain the role of entrepreneurial marketing to attain a competitive edge in commercial banks in El Obeid, Sudan 2019. The study problem was represented in the main question ‘what is the impact of entrepreneurial marketing to attain a competitive edge?’ To answer the question, we identified the effect of applying entrepreneurial marketing dimensions to attain a competitive edge in the two main dimensions: cost reduction and aimed quality. For this study, we used the descriptive analytical approach and the case study method. The two main hypotheses of the study were, 1) there is a relationship between entrepreneurial marketing and a competitive edge (cost reduction), and 2) there is a relationship between entrepreneurial marketing and a competitive edge (aimed quality). A questionnaire survey was also carried out with 7 arbitrators. The reliability and validity of the questionnaire were tested with Cronbach's alpha which reached 71%. The study result from the methods and statistical analysis with SPSS shows that there is a relationship between entrepreneurial marketing and a competitive edge (cost reduction) and between entrepreneurial marketing and a competitive edge (aimed quality). Therefore, it is recommended that the bank departments pay more attention and research to address the deficiencies of cost reduction and aimed quality when applying innovative marketing dimensions. The result also supports the continuation of creating the appropriate environment for more practice of creative marketing that reduces the cost of their services.