The impact of competitive marketing strategies on bank value: An analytical study of a sample of commercial banks listed on the Iraq Stock Exchange for the period (2005-2024)

Abstract

This research aims to measure the impact of competitive marketing strategies (l Cost leadership, differentiation, focus) on bank value in the commercial banks in the research sample (Baghdad, Al-Ahli Iraqi, Middle East, Iraqi Investment, Gulf, and Mosul Investment). Several indicators were used: measuring the cost leadership strategy through the ratio of operating expenses to operating income, the differentiation strategy through loan market share, and the concentration strategy through the Herfendale-Hirschman (HHI) index for deposit concentration. Bank value was measured using Tobin’s Q index. The Panel Data method was used with EViews V.12 software. The results showed a statistically significant impact of competitive marketing strategies on enhancing bank value. The results confirm the need to enhance operational efficiency, diversify the deposit base, and expand areas of true differentiation through innovation and digital services to enhance the value of the banks in the research sample.