The impact of the components and dimensions of the international marketing mix on the competitiveness of the institutions: A practical study on some of the Kuwaiti private sector institutions

Document Type : Original Article

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1 College of Business Studies Kuwait

2 College of Buisness Studies

Abstract

The current study aimed at identifying the impact of the components and dimensions of the international marketing mix on the competitiveness of the institutions. A practical study on some of the Kuwaiti private sector institutions and an examination of the impact of each of the elements of the four international marketing mix. The results showed that there were correlation and influence between the international marketing mix and competitiveness, as well as between each dimension of the international marketing mix. Product Price Promotion The distribution and competitiveness of Kuwaiti private sector establishments at a significant level of 0.05 = α.  The study recommended that Kuwaiti corporate officials working in the international markets should build a marketing mix compatible with international markets and develop the skills of Kuwaiti institutional officials towards building an appropriate international marketing mix for the target markets, while enhancing competitiveness through the four main dimensions of the marketing mix and developing them continuously.

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