Reflection of strategic planning in the Pfeiffer style in marketing innovation: An analytical study in Eblal Medical Supplies Company

Abstract

This research aims to demonstrate the effectiveness of using strategic planning using the Pfeiffer method in improving marketing innovation for the purpose of helping the researched company to adopt an effective strategic method and contribute to promoting marketing innovation. and marketing innovation), and the data was collected by distributing a questionnaire prepared for this purpose, as the research community was represented by Iblal Medical Supplies Company in the city of Baghdad. A main branch from which four sub-hypotheses branched out. The hypotheses were tested through a set of statistical methods and tools (arithmetic mean, standard deviation, coefficient of difference) and inferential statistical tool (Spearman and Guttman coefficient). The researcher reached a set of conclusions, the most prominent of which are: The company The respondents used the Pfeiffer method in improving marketing innovations, but insufficiently, in addition to the lack of interest in employing the method in innovation in pricing and distribution methods. Based on the foregoing, the researcher recommends the need for additional attention to innovation in distribution and pricing methods in a manner that suits its orientation and improves its competitive position, and more promotion of its products and devices through social networking sites to motivate existing and potential customers to acquire the company's devices and products.