Management perception of innovation and its role in achieving competitive advantage

he twenty-first century is foreseen as the century of quality. It is evident that the momentum towards an increasingly open and globally competitive market. Marketing innovation and creativity became crucial in the banking world today and a goal that every bank is trying to reach especially in an environment where there is competition all the time for survival. Through management understanding and acknowledgment for innovation and creativity, and through employees training and motivation to deliver service, the bank can achieve a competitive advantage mark. The results of the study shows that the independent variables (management perception of innovation and creativity) which were tested through the hypothesis and illustrated in the model plays a major role in achieving competitive advantage. The study shows the management perception of innovation and creativity is crucial in organizations innovation adaption. The study concluded that through marketing innovation and creativity, Jordanian banks can improve their businesses and achieve competitive advantage.