Innovation behavior and its effect on enhancing of Marketing Ambidexterity

An applied study of the opinions of a sample of medical and nursing cadres at the martyr’s hospital Dr. General Fayrouz in Wasit.

Abstract

   The current study aims to demonstrate the effect of Innovation behavior in enhancing marketing Ambidexterity on a sample of medical and nursing staff at Shaheed Dr.  General Fayrouz in Wasit Governorate, To achieve this, Innovation behavior was measured on five dimensions (fluency, originality, flexibility, Sensitivity of Problems The spirit of risk).  Marketing Ambidexterity was measured through two dimensions (exploring opportunities, exploiting opportunities).  In order to achieve the goal of the study, a sample of the medical and nursing staff was selected, which amounted to (248) individuals. The researcher relied on the questionnaire as a tool to collect the necessary data. The study included two main hypotheses, from which five sub-hypotheses emerged.  It was subjected to statistical analysis, and the study reached a set of conclusions, the most important of which is the existence of a strong correlation and influence between the Innovation behavior in its dimensions and the marketing Ambidexterity in its dimensions. The study presented a set of recommendations, the most important of which is that the hospital should promote behavior in all its dimensions in order to explore and invest current and future marketing opportunities.

Key terms: Innovation behavior, marketing Ambidexterity.