AL-Qadisiyah Journal For Administrative and Economic sciences

The Entrepreneurial Orientation and Marketing Information Systems and their role in achieving differentiation of business performance: Analytical study in Al- Rasheed and Al-Rafidain Banks

Author

Raafat Awad Musa Al-Tamimi
Abstract
The research seeks to build and test conceptual and practical model simulates the possibility of achieving differentiation in Iraqi Banks in respect of business performing through depending on the variables of entrepreneurial orientation and marketing information system. The research society is represented by Al-Rasheed and Al-Rafidain Banks through choosing a sample Consists of (64) respondent work in the degree of (manager, assistant manager, department manager) in branches work within Basrah governorate. Questionnaire is used as major tool collects data. The most prominent conclusion is the studied banks gaining differentiating in performance is affected strongly by painting entrepreneurial orientation in addition to build and develop marketing information system. The main recommendation is that the banks managements should adopt the vision which encourages reaching the differentiation in performance by depending on official strategy and time specified program to innovate new services . Also it is necessary to put devices that achieve the continuous improvement of presented services comparing with the competitors.

Keywords

Entrepreneurial Orientation
Innovativeness
Risk Taking
Competitive aggressiveness
Marketing Information Systems
Differentiation
Service Differentiation
Personnel Differentiation
Image Differentiation
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 17, Issue 2
Spring 2016
Pages 39-58

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