The Impact of Entrepreneurial Marketing on Enhancing Competitive Advantage(A Case Study of: Al-Kuraimi Islamic Microfinance Bank – Head Office, Sana'a)

Abstract

This study aimed to examine the impact of entrepreneurial marketing on enhancing the competitive advantage of Al-Kuraimi Islamic Microfinance Bank, focusing on its head office in Sana’a. A descriptive analytical approach was adopted. The study population consisted of 60 individuals representing senior, middle, and executive management. Given the small size of the population, a comprehensive survey method was used. Data were collected through a structured questionnaire, with 46 valid responses analyzed using SPSS.

The findings revealed a high level of agreement among respondents regarding all dimensions of entrepreneurial marketing—service innovation, customer focus, and opportunity exploitation—reflecting strong awareness among employees of their importance in improving marketing performance.

Regarding competitive advantage, the "flexibility" dimension received the highest mean score (3.94), followed by "quality" (3.80), and "cost" (3.73), indicating the bank’s strategic emphasis on service flexibility and quality to achieve competitive superiority in the banking sector.

The study recommends that the bank continue to enhance its services through innovation and the adoption of modern technological solutions to effectively respond to market dynamics and evolving customer needs—especially given the positive impact of service innovation on competitive advantage