The Role of Strategic Alliances in Achieving Marketing Innovation (A field study on the banking sector and the Syrian telecommunications sector)

Authors

  • Samer Kasem Tishreen University
  • Ahmed Al-Sukkari Tishreen University
  • Basil Maa Al-bared Tishreen University

Abstract

This study aimed to study the role of strategic alliances between the banking sector and the telecommunications sector and the banks ’achievement of marketing innovation, within the conditions of the economic and technological blockade imposed on Syria. To achieve this, two main hypotheses were formulated, and the researcher used the questionnaire method to collect the data that were analyzed using statistical tests, the most important of which are: The One-Sample T. test, the Pearson Correlation test, and the simple regression analysis.

The researcher reached several results, the most important of which are: A good strategic alliance between the telecommunications sector and the studied banks, and it takes a form of cooperation between non-competing organizations to achieve common goals that serve both parties in a way that reflects positively on the wheel of economic development in Syria, whether this alliance is to enter new markets or in the field of technology, and there is also a Good positive relationship between the strategic alliances between the banking sector and the Syrian telecommunications sector and achieving marketing innovation in these banks, whether these strategic alliances are to enter new markets or in the field of technology.

Author Biographies

Samer Kasem , Tishreen University

professor

Ahmed Al-Sukkari, Tishreen University

assisstant professor

Basil Maa Al-bared, Tishreen University

postgraduate student

Downloads

Published

2021-07-07

How to Cite

قاسم . س. . ., السكري أ. ., & ماء البارد ب. . (2021). The Role of Strategic Alliances in Achieving Marketing Innovation (A field study on the banking sector and the Syrian telecommunications sector). Tishreen University Journal- Economic and Legal Sciences Series, 43(3). Retrieved from https://journal.tishreen.edu.sy/index.php/econlaw/article/view/10728

Issue

Vol. 43 No. 3 (2021): Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences Series

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

  • The authors retain the copyright and grant the right to publish in the magazine for the first time with the transfer of the commercial right to Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences

     Under a CC BY- NC-SA 04 license that allows others to share the work with of the work's authorship and initial publication in this journal. Authors can use a copy of their articles in their scientific activity, and on their scientific websites, provided that the place of publication is indicted in  Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences   .  The Readers have the right to send, print and subscribe to the initial version of the article, and the title of Tishreen University Journal of Research and Scientific Studies - Economic and Legal Sciences Publisher

  • journal uses a CC BY-NC-SA license which mean

    You are free to:

    • Adapt — remix, transform, and build upon the material
    •  
    • The licensor cannot revoke these freedoms as long as you follow the license terms.

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

  • NonCommercial — You may not use the material for commercial purposes.

  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Most read articles by the same author(s)