Creative Marketing as a Strategic Introduction to Enhance the Competitive Advantages in Jordanian Service Organizations: A Case Study

The study aims at identifying the concept as well as the factors of creative marketing in service organizations and recognizing the development in the service sector at a global level. The sample of the study was comprised of (16) Jordanian service organizations that were intentionally chosen. The sampled organizations represent 16% of the population. The study is an attempt to find out the role of creative marketing in reaching the competitive advantage in Jordanian service organizations while depending upon the basic factors of creativity in the marketing mix (7Ps). The significance of the study lies in the examination of the efficiency of creative marketing at the organizational level. Creativity refers to the trends adopted by the entrepreneurial organizations, which seeks to provide creative products and services while positively making a change in the competitive base. The creative process in organizations is shaped through researching and developing creative ideas in order to increase profits and investment revenues of successful products and services as well as improving the strategic status. The study has come out with several findings and recommendations that include: the necessity of establishing a department for marketing in the organization, defining whose responsibility it is to develop and to create new products by building a creative personnel that is highly educated in marketing, creating a balance in terms of creativity among various marketing areas and not only focusing on the product in spite of its significance, and structuring an administrative branch that is specialized in creativity particularly in marketing creativity in each of the sampled organizations. It was discovered that these organizations administrative branches sought to find out effective marketing ideas, filter them, evaluate them, and turned the useful ideas into innovative products and developed tangible products mainly to serve the customers of the organization.


Introduction
The development and prosperity of the developed countries occurred due to their interest in creativity, innovative marketing, and their support as well as the encouragement of new ideas by facilitating the appropriate conditions for them. Scholars believe that the world is currently experiencing a vast economy, which is dependent on intangible output represented in computer codes, media content, design, and information services. The majority of organizations operate in an environment characterized by fierce competition, constant change in the needs and desires of customers, and enormous developments in technology. Accordingly, they need to rely on innovation in order to strengthen their development and research and to know how to take advantage of the individual and collective capacity to gain access to innovation and excellence in their activities.
Services have several characteristics that add to the creative process in this sector. Creative marketing in the field of services can be in the form of proposing a new service or a new technique in production and service delivery. The creativity of the service organization is mostly based on the customers' point of view or the interactions among the employees and the customers. Creativity in the service sector is directed by the customers, which is termed as "customer-driven approach" that can be developed by organized thinking. The need of an organization for creative marketing is represented by its capability to communicate with its customers and to fulfill their needs through its current products or the development of new products that constantly meet the customers' changing tastes. Unlike other organizations operating in other fields, creative marketing in service organizations has special characteristics due to the nature of their service and activities. Several studies indicate that creative marketing in the service sector is low though creative marketing is the most prominent tool used to gain success in producing and marketing high quality commodities and contributing to create new opportunities and markets (Allen, 2013).

The Problem of the Study
The absence of creative marketing in the elements of marketing mix in service sector (7Ps) or the focus on one of these elements such as the service ignoring the other elements, which has a negative effect on the competitive advantages, and capabilities of an organization. Creative marketing is a constant competitive advantage for any organization that has strategic value and is a flexible source. Creative marketing is considered a unique, valuable resource for any organization. The study attempts to examine the role of creative marketing in achieving a competitive advantage in Jordanian service organizations since constant creations protect the organization from being exposed to risky competition. To do so, Jordanian service organizations need to adopt the basic factors of creativity represented by elements of the marketing mix (7Ps).

Questions of the Study
Based on the problem of the study, the following questions have been developed: -Are the sampled organizations aware of creative marketing and creation in the elements of the marketing mix?
-Is the market share of the organization a result of creativity in the elements of the marketing mix?
-Do the sampled organizations implement the principle of creative marketing holistically in the marketing mix as well as in the process of enhancing competitive advantages?

The Importance of the Study
-Creative marketing is one of the variables that has influence on the capability of service organizations to grow, prosper, and continue. The significance of creative marketing increases especially in world of globalization and competition.

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To examine the role of creativity in the elements of marketing mix to create an environment that is appropriate for marketing entrepreneurship in service organizations.

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This study pays attention to creative marketing as being one of the elements that contributes to achieving long-term entrepreneurship in a dynamic environment that is full of competition.

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This study investigates the role of administrated creative marketing in adding the competitive advantage to the organization and demonstrates the factors influencing the administration of the creation process as a culture in the organization.

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The study focuses on effective marketing performance within the organization.
-The creative process in an organization is shaped by digging for ideas and developing them in order to increase revenues and profits of investments.

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The significance of creativity has surfaced in light of fierce global competition and the growth of customers' needs.

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Identifying the concept of creative marketing and its fundamentals in service organizations.
-Identifying the current developments in the service sector at a global level.
-Presenting an academic theoretical framework for creative marketing and its elements in the service market mix.
-Presenting a theoretical framework for the process of enhancing competitive advantages.
-This study introduces some recommendations for service organizations in light of the results of the study.

The Model and the Variables of the Study
To explain the problem of the study and achieve its objectives, a default model should be built in order to specify the independent variable (creative marketing) and the dependent variables (the processes of competitive advantages) as illustrated in the Figure 1 below:

The Sample of the Study
The study includes general managers, their assistants, IT heads, marketing and sales heads, research and development heads, and HR heads. (80) questionnaires have been distributed, (5) questionnaires for each company. (70) questionnaires have been returned, and (6) questionnaires have been excluded due to their invalidity. Accordingly, (64) questionnaires (88% of the total distributed questionnaires) have been valid to analyze.

The Concept of Creativity
Creativity is defined as "doing what has never been done before and that includes understanding, invention, and investing". Kok (2007, pp. 16-17) defines it "seeing what other see but thinking differently about it". Creativity also includes "producing particular commodities and services or following new inputs which have never been used-which means adapting to new technological changes" (Khudair, 2010, p. 288). New British Encyclopedia defines creativity as "the ability to find out a new solution for a problem, a new tool, artistic impact, or a new style" (Fathi, 2002, p. 20).

Areas of Creativity
-Creating a new opportunity to develop a new idea.
-Developing a new policy to cause the right change to find out an idea for a new competitive advantage for the administration -using a new way to build a new operating process or a new technology -introducing new links between working units (Sami Hareez, 2008, p. 199)

Conditions of Creativity
The conditions of creativity are consistent with a number of factors appropriate for the organization. They are analyzed into three levels: (Soparnot & Steven, 2007, p. 96) -The organization needs to create an internal network of relationships among individuals. This is termed as the internal level.
-The organization then needs to create a special framework related to the factors, and it is called as the organizational level.
-Finally, the organization needs to mainly focus on the individuals who have the potentials to create. Creativity has a social dimension, so there is what is called "social creativity", which allows improving life circumstances of family, market, salaries, and security, all connected to general and social policies of a particular society.

Requirements of Creativity
Since there are no general strategies for creating creative organizations, a number of requirements for creativity can be suggested to make it more achievable. Scholars have summed up the requirements as follows:

Handy's Model
Handy is considered to be one of the pioneers who called for replacing the conventional skills with a new easily applicable skill such as creativity appearing through generating ideas. The following formula includes the basic factors constituting an ideal model for the organization of the future: Intelligence + information + ideas = an added value (Braffin, 2008, p. 88) 3.4.2 Jouis Model 20/80 Rule: It is based on the following formula: 80% of an encouraging environment for creativity + 20% of helping tools= high capability for creativity At least, both factors should be included in any organization to be creative. (Braffin, 2008, p. 89)

Creative Marketing
Creative Marketing is defined as any distinguished marketing action which makes the organization different from the others in the market (Lammer, & others, 2009, p. 11). It is also defined as the "successful use of the new ideas in the field of marketing" (Abu, 2003, p. 11). viral marketing, deals done immediately with the customers (e-commerce) (Moore, 2004, p. 86).
Creative marketing is also defined as "launching new unconventional ideas in marketing practices" (Lammer, & others, 2009, p. 52). The British institute define it as "the creative administrative position motivating trading and hiring based on the needs of the clients and conducting researches to satisfy those needs" (Lammer, & others, 2009, p. 47). Organization for Economics for Co-operation and Development (OECD) has come up with the most comprehensive definition for creative marketing as " the implementation of new marketing ways making significant changes in the design of products , whether in manufacturing, pricing, promoting, or distributing" (www.stats.oecd.org). Further, creative marketing refers to the adoption of new innovative ideas in the field of marketing in order to develop the current products or new products by being oriented with recent ideas and trends (Singh & Waddell, 2014, p. 87).

Areas of Creativity in the Elements of Marketing Mix
Creativity in the marketing mix refers to introducing new unfamiliar ways and ideas to the elements of the marketing mix (product, price, promotion, and placement). Creativity in the elements of marketing mix is dealt with in this research as being implemented in small non-service businesses: 3.6.1 Creative Products (Services) It means generating new ideas based on the inspiration of the creator himself in order to introduce a new product or constantly improve the features of the current product in a way that satisfies the needs, desires and expectations of the customers and putting them into action. Creative products refer to introducing new products that have distinguished functional features (http//:www.Science.doe.gov). Creativity in products includes causing significant changes in the design of the product adding a new value that attracts more customers (Bonnal, 2009, p. 46). It also includes making a basic change in the features of the products making it more special and unique. Creativity in product can be shown through the following matrix illustrated in the Figure  The matrix is explained in the following: 1). Pure creative products (Bonnal, 2009, p. 57).
2). Creative products and its mixing with marketing.
3). Pure creative marketing. 4). No creativity: introducing the current product without being changed using the conventional marketing mix which doesn't appeal to the current changes in the market.

Creative Pricing
Pricing is considered to be the most difficult task for the managers in any organization since it is subject to a number of constantly changing factors which go beyond the control of the organization. A number of pricing methods based on demand, cost, competition, and product shaping (Bonnal, 2009, p. 48) can do creative pricing 3.6.3 Creative Promotion It means, "introducing new ideas and ways as well as introducing new ways to raise the customers' understanding and awareness of the products and encourage them to buy". Holding special events to promote for the products is an example of creative promotion. Creativity in the field of promotion can be studied as follows: creative marketing by personal sales, creative marketing in the field of commercials and increasing sales, creative marketing in the field of public relations, creative marketing in the field of direct marketing, and creative marketing in the field of publishing about products (Ali, 2016a).

Creativity in Placement (Distribution)
It means introducing new ways and methods in distributing products. The process of introducing a product into the market passes a series of distribution channels before being delivered to the customers. The role of the organization is to create new distributing channels instead of the conventional ones. The strategies of creative distributing can be classified as follows: (Sanjeef & Rajesh, 2005, p. 254) 3.6.4.1 Distribution According Methods It is divided into two strategies: Push strategy and Pull Strategy. (Sanjeef & Rajesh, 2005, p. 249) 3.6.4.2 Distribution according to Intensity.
Creative can undergo simple modifications in the area of services including the following levels: 3.6.5 Creative Service It may include introducing new services to the current markets such as the insurance service added by many banks and extending the hours of service in some organizations.

Creative Processes and Operations
It includes renewing the conventional procedures of production and delivery.
Creative Market: it includes finding new spaces in the market or introducing a new industry such as adding new dishes to the menu, finding new aviation routes, meeting the needs of various sectors in the market.

Creative Working Model
It includes creating a new meaning for work including the previous three types.
What distinguishes the service sector from others is the difficulty to separate the service and the production system. In order to simplify that the following levels are dealt with here: a. Creativity in developing a new service. (Na'eem, 2003, p. 132) b. Creativity in process designing (Cook, 2007, pp. 41-42) c. Creating a strategy to develop a new service.

Managing Creative Marketing
Creative marketing is one of the modern arts in the field of management. It is similar to the other departments in all dimensions, whether in tasks (planning, organizing, coordinating, leading, monitoring) or in strategic goals. However, there is one difference related to the nature of creative management, which requires special material to keep going efficiently.
Creative management is one of the secrets of success in an environment characterized by fierce competition, and it is the most important source to get creative projects successfully done. Creative projects are characterized by ambiguity. The figure below illustrates the relevant powers related creative management (Ali, 2016a).
Creative Management is defined as a group procedures and choices taken and implemented by the organization focusing on the creative process; then the decision is made to launch the creative project in the light of good leadership in the organization (Bonnal, 2009, p. 232). In the long term, creativity is one of the strategic factors needed to be considered in creative management. Gary Hamel defines creative marketing management as "the transition away from the conventional managerial and organizational processes and practices adapting them in a way that serves the management and the work effectively and efficiently.

Factors of Creativity in Service Organizations
There are a number of factors related to electronic paying ways in banking organizations:

The Sector
There are a number of factors influencing the level of creativity in service organization including: -The Structure of the Market: it is influenced by a number of factors including: -Service Network.

Data A
The resear responses, awareness tools were Analyzing - Table  graduates - Table  represents years, 29% of more th -

The Analysis of Responses: The Variable of the Competitive Advantages
The numbers in table 4 indicate that the trends (responses) of the sample are negative towards the 17 and 19 sections since their means are less than the mean of the measurement tool (3). Accordingly, it is clear that there is a lack of information and knowledge related to the quality and development of the technology used by the competitors as well as a lack of the awareness of the competitors' future aspirations, which gives the competitors a competitive advantage. On the other hand, the trends (responses) of sample are positive towards the sections left since their means are more than the mean of the measurement tool. The concluded mean and the standard deviation of the study questions are summarized in the table below:

Testing the Hypotheses
The First Hypothesis: There is a significant relation between marketing creativity and the competitive advantages of the organization from the members of the sample's points of views. Since the Multiple Deviation Testing has been used, the results on the computer in table 6 indicate that the value of the calculated F equals 66,076, which is more than its tabulated value. Since the basis of the relation (decision) accepts the null hypothesis (H0) if the calculated value is less than the tabulated value. Otherwise, it rejects the null hypothesis (H0) and accepts the alternative hypothesis (Ha) if the calculated value of is more than the tabulated value. If so, there is a strong / significant relationship between marketing creativity and competitive advantages of the organization due to the high value of R=0.889. Since the simple deviation has been used, the results on the computer in the previous table indicate that the value of the calculated T equals 5,344, which is more than its tabulated value. Since the basis of relation (decision) accepts the null hypothesis (H0) if the calculated value is less than the tabulated value, and it rejects the null hypothesis (H0) and accepts the alternative hypothesis (Ha) if the calculated value is more than the tabulated value. If so, there is a significant (strong) relationship between marketing creativity and competitive advantages of the organization due to the high value of R=0.622.
The Second Hypothesis: There is a significant relation between marketing creativity and the competitive advantages of the organization from the members of the sample's points of views. Since the simple deviation has been used, the results on the computer in the previous table indicate that the value of the calculated T equals 4,997, which is more than its tabulated value. Since the basis of relation (decision) accepts the null hypothesis (H0) if the calculated value is more than the tabulated value, and it rejects the null hypothesis (H0) and accepts the alternative hypothesis (Ha) if the calculated value is more than the tabulated value. If so, there is a significant (strong) relationship between marketing creativity and competitive advantages of the organization due to the high value of R=0.832. Accordingly, marketing creativity has an impact on the competitive advantage.
The Third Hypothesis: the statistical analysis reveals that there are significant differences between marketing creativity and competitive advantages from the members of the sample's points of views due to the personal factors. The statistical tool, 2-way ANOVA, has been used to test the above hypothesis and the results have been summarized in the table 9 below: Table 9 illustrates that the significant F value is less than the p-value (5%) for each personal variable. Ultimately, the relationship between the independent variables and the competitive advantage varies according to the variety of the variables.

Results
The Study comes up with the following results: -The necessity to understand and realize the importance of marketing creativity today's business world & Being a cumulative process, marketing creativity needs continuity due to its properties such as the vanishing property. - The need to work on sustaining the vitality of marketing creativity and develop as well as maintain its prime asset in the organization creative writing is considered as a strategic asset of the organization which needs more focus from the senior administration in order to be beneficial.

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There is a significant/strong positive relationship between marketing creativity and competitive advantage of the sampled organizations.

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There are differences in the relationship between marketing creativity and competitive advantage due to the personal information of the sample.

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Marketing Creativity contributes to efficiently enhance the competitive advantage since the regression of marketing creativity and competitive advantage equals 0.832+ (R=0.832+). - The statistical analysis indicates that the process of marketing creativity in product, price, promotion, distribution, people, physical environment, and service delivery technique in the sampled organizations is positively agreed on by all the members of the sample as shown in Table 10. The percentages of agreement indicate that the sampled organizations offer creative service marketing mix to the related market. Evidently, this means that the sampled organizations have a clear marketing vision and strategies related to the markets and customers. Following the changes in the markets, these organizations change their products trying to meet their customers' constant needs.

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As for the variables of the study, the statistical analysis reveals that the responses of the sample are relatively positive since the members of the study agree that their organizations are trying to achieve their objectives taking into consideration the competitive advantages. - As for the analysis of the relations among the study independent and dependent variables, there are positive relations among those variables. Accordingly, this leads to conclude that there is a significant relationship between the independent variables of the study. These results reflect the significance of the relation between marketing creativity and competitive advantages of the sampled organizations due to the role of marketing creativity in enhancing the organizations' status and entrepreneurship in the market.

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As for the results of the simple linear regression, they point to the relations, influences, and significances of/among the independent and dependent variables of the competitive advantages in marketing creativity. Accordingly, the majority of statistical analysis indicates that there is a significant positive influence of all the variables of marketing creativity (products, price, promotion, placement, people, physical environment, Service delivery protocol) on the competitive advantages that in turn enhances the power of the default proposal of the study.

Recommendations
1). Founding a marketing section within the organization responsible for developing and creating new products run by people highly qualified and creative in Marketing 2). Creating a balance among the various areas of marketing and not focusing only on the product in spite of its significant in the process 3). Establishing a system of incentives and rewards given for individuals who contribute in the creative process encouraging workers to work on creative marketing and using the box of ideas since the creative marketing starts with an idea 4). Forming a specialized team which is willing to go for adventurous experiences to collect new ideas, work on them, and turn them into innovative products which can be entered into the market and be registered as a patent for the organization. 5). Paying a special attention to research and development most particularly on how to develop current products and create new ones making use of the ideas, data, information gained through surveys, questionnaires, and the box of complaints and suggestions; and cooperating with other organizations, scientific research institutions, and universities in the field. 6). Taking into consideration the use of modern marketing methods since it is a good indicator of level the organization has reached so far in terms of production, marketing, technology, and other areas. 7). Making use of research activities and employ them to serve creative marketing not focusing only on conventional products already known by the clients. The organization needs not to concentrate on providing less risky products and tries to develop the risky products 8). Keeping track with the constant developments in the competing local organizations to benefit from the ideas and experiences and taking the initiative to search for and adopt new ideas systematically by founding its own marketing intelligence section. 9). Developing an integrated information system specialized in the research for and the development of creative ideas for any organization needs to have a reservoir of ideas and suggestion in order for usage and experiment 10). Taking into consideration the average salaries of the clients when pricing the products, with special attention to quality and details, and following modern pricing methods in a way that attract more clients and keep them loyal to the organization 11). Implementing modern marketing methods, cheaper and faster, which make it easier to contact with clients using satellite channels, internet, and other 12). Conducting regular evaluation for creative marketing mix to find out causes of failure and success, enforce the success, handle the failure, and establishing the right marketing fundamentals attracting the clients to be more responsive. 13). Establishing an administration specialized generally in creativity and most particularly in marketing creativity in each sampled organization and necessarily paying attention to look for, filter, and evaluate vital marketing ideas and turn the useful ideas into innovative, developed, and tangible ones mainly serving the customers of an organization.