Examining the Moderating Role of e-marketing: Creative Leadership as a Source of Intrapreneurship within Marketing Department
Year : 2023-01-04
Faculty : Business
Author : طارق نائل روحي هاشم /
Abstarct :
The current study aimed to examine the moderating role of e-marketing: creative leadership (competency perspective, behavioral perspective, relational perspective and transformational perspective) as a source of intrapreneurship within marketing department. Quantitative methodology was adopted and a questionnaire was distributed on a sample of (111) marketing employees in Jordanian telecom organizations (Zain, Umniah and Orange). SPSS was adopted to screen and analyze gathered primary data, and study proved that creative leadership is a direct source of intrapreneurship in organizations and that e-marketing mediates this relationship by looking at e-marketing tools and methods and how it is based on unconventional foundations in marketing. The study also proved that the most influential sub-variables on the relationship between creative leadership and intrapreneurship is the transformational perspective, which has proven useful in stimulating creativity among educators and pushing them towards brainstorming, innovation in order to reach creativity. It aims to identify the necessary elements that are required for a successful e-marketing strategy and provides an understanding of what factors must be in place for an organization to thrive in its use of e-marketing. The research looks at ways in which marketers can create an environment that supports their creativity, encourages experimentation and novel ideas, and offers the opportunity to transform customer relationships. The theoretical and practical implications of study are that intrapreneurship within marketing departments can be driven and inspired by creative leadership. This means that marketing departments can benefit greatly from leaders that are innovative in their approach, able to think outside of the box and come up with new ideas to solve challenges faced by the department. Such leaders can spur innovation and new ideas that promote intrapreneurship in the organization, leading to better performance and improved efficiency in the marketing department. Study recommended deepening the partnership between leaders and working individuals by focusing on developing innovative leaders, further recommendations were presented in the study.
Year : 2023-01-04
Faculty : Business
Author : طارق نائل روحي هاشم /
Abstarct :
The current study aimed to examine the moderating role of e-marketing: creative leadership (competency perspective, behavioral perspective, relational perspective and transformational perspective) as a source of intrapreneurship within marketing department. Quantitative methodology was adopted and a questionnaire was distributed on a sample of (111) marketing employees in Jordanian telecom organizations (Zain, Umniah and Orange). SPSS was adopted to screen and analyze gathered primary data, and study proved that creative leadership is a direct source of intrapreneurship in organizations and that e-marketing mediates this relationship by looking at e-marketing tools and methods and how it is based on unconventional foundations in marketing. The study also proved that the most influential sub-variables on the relationship between creative leadership and intrapreneurship is the transformational perspective, which has proven useful in stimulating creativity among educators and pushing them towards brainstorming, innovation in order to reach creativity. It aims to identify the necessary elements that are required for a successful e-marketing strategy and provides an understanding of what factors must be in place for an organization to thrive in its use of e-marketing. The research looks at ways in which marketers can create an environment that supports their creativity, encourages experimentation and novel ideas, and offers the opportunity to transform customer relationships. The theoretical and practical implications of study are that intrapreneurship within marketing departments can be driven and inspired by creative leadership. This means that marketing departments can benefit greatly from leaders that are innovative in their approach, able to think outside of the box and come up with new ideas to solve challenges faced by the department. Such leaders can spur innovation and new ideas that promote intrapreneurship in the organization, leading to better performance and improved efficiency in the marketing department. Study recommended deepening the partnership between leaders and working individuals by focusing on developing innovative leaders, further recommendations were presented in the study.