Knowledge-intensive organizations and their role in enhancing marketing innovation: An exploratory study of the opinions of a sample of workers in engineering offices operating in the city of Mosul

Abstract

Knowledge-intensive organizations rely on their specialized knowledge and expertise to develop and market innovative products and services. Marketing innovation is also necessary for these organizations to stay ahead of competitors and attract customers by communicating the value of their offers effectively. The study came to determine the role of knowledge-intensive organizations in enhancing marketing innovation, through An exploratory study of a sample of engineering offices operating in the city of Mosul. Due to the limited research and studies that dealt with the relationship between these two variables, the two researchers took the two variables within a broad framework in an attempt to study the relationship and impact between them. The study used the descriptive analytical approach. The study included a random sample consisting of (98) A person working in these organizations, and the study relied on the questionnaire to collect information, which is two types of information: the first is introductory and includes general information about the sample studied, and the second is related to the variables studied. A number of specialized statistical analyzes were used in the study for the purpose of analyzing the data obtained by relying on the statistical program (SPSS) One of the most prominent results of the study is the presence of a positive statistical relationship for knowledge-intensive organizations in enhancing marketing innovation.