The effect of marketing innovations on competitive advantage at the food retail small and medium enterprises in Dubai and cost effectiveness as moderator

Alhammadi, Shurouq Ali Ahmed

QR Code Link :
Type :	Thesis
Subject :	HF Commerce
Main Author :	Alhammadi, Shurouq Ali Ahmed
Additional Authors :	Nadratun Nifisah Abdul Wahab
Title :	The effect of marketing innovations on competitive advantage at the food retail small and medium enterprises in Dubai and cost effectiveness as moderator
Hits :	7

Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2025
Corporate Name :	Perpustakaan Tuanku Bainun
PDF Guest :	Click to view PDF file
PDF Full Text :	Click to view PDF file

Abstract : Perpustakaan Tuanku Bainun

This study explores the impact of marketing innovations specifically green marketing, digital marketing, and educative marketing on cost based competitive advantage in food retail SMEs in Dubai, with cost effectiveness acting as a moderator. The main objective is to examine how these marketing innovations affect competitive advantage, particularly cost advantage, and the role of cost effectiveness in enhancing this effect. A quantitative research design was used, employing non-proportional cluster sampling with 380 managers from food retail SMEs. Data were collected using a structured questionnaire and analyzed with structural equation modeling (SEM). The findings indicate that green marketing had no significant impact on cost advantage (β = -0.049, p > 0.05), while both digital marketing (β = 0.182, p < 0.001) and educative marketing (β = 0.291, p < 0.001) had significant positive effects on cost advantage. Additionally, cost-effectiveness was found to moderate the relationship between marketing innovations and competitive advantage, strengthening the effect of digital and educative marketing. Food retail SMEs in Dubai should prioritize digital and educative marketing strategies to improve their cost advantage. Cost effective marketing strategies should be a key focus for SMEs in the food retail sector to ensure long term sustainability and competitive success.

This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials.
You may use the digitized material for private study, scholarship, or research.

Back to search page