The Impact of Creativity Orientation in Achieving Competitive Advantage in Pharmaceutical Companies in Jordan

Abstract

The study aimed to investigate the impact of creativity orientation in achieving competitive advantage. The study used the descriptive and analytical research methods, which were appropriate for the purpose of research.  For achieving the study objectives, a questionnaire was designed and distributed. The target population consisted of all managers, head departments and directors. The researcher used a random sample method and designed a questionnaire to collect data from the study sample. The researcher distributed (90) questionnaires and (15) questionnaires dropped due to incomplete answers; therefore, (75) were analyzed. Different statistical methods were used to achieve the objectives of the study. The results showed that there is a statistically significant impact at (α≤0.05) level of creativity orientation on competitive advantage in Jordan pharmaceutical companies. The results also concluded that there is a statistically significant Impact at (α≤0.05) level of creativity orientation on competitive dimensions (quality, flexibility and responsiveness). The study recommends that pharmaceutical companies should alert all employees with the role of creativity orientation in achieving competitive advantage.

Keywords: Creativity orientation, Competitive advantage, Quality, Flexibility, Responsiveness, Pharmaceutical companies.

DOI: 10.7176/EJBM/12-8-06

Publication date:March 31^st 2020