The Impact of Creativity Behaviour on The Adoption of Marketing Strategies

Abstract

This study aims to analyze the impact of creative behaviour among employees at private universities on the adoption of marketing strategies at the organizational level. Creativity behaviors was treated as the independent variable at the individual level, while marketing strategies were studied as three separate dependent variables: offensive, analytical, and defensive. The study employed a descriptive-analytical approach, and a hypothetical model was developed to illustrate the relationships between the variables. Data were collected at two levels: at the individual level through a questionnaire distributed to 170 employees (3–6 employees per dean), and at the organizational level through a purposive questionnaire distributed to 50 deans at several private universities in the governorates of Karbala and Baghdad. Individual-level data were transformed into organizational-level data using SPSS aggregation. The hypotheses were tested using simple linear regression, which stated that there is a statistically significant relationship between creativity behaviour and each of the three marketing strategy variables. The results showed a direct and significant effect of creativity behaviour on the adoption of the three marketing strategy variables, confirming that enhancing creativity behaviour among employees contributes to enabling private universities to develop more effective and competitive marketing strategies.