THE ROLE OF CREATIVITY AND LEADERSHIP IN ACHIEVING THE COMPETITIVE ADVANTAGE OF BANKS

Abstract

This study aims to clarify the role of creativity and leadership in achieving competitive advantage in the banking business environment. As the presence of leadership in the business environment is a result of the presence of important precedents that contributed to its achievement, which is represented in innovation and creativity as a continuous chain that cannot be divided, which in turn is one of the most important ingredients in the path of success and development of organizations and their survival and achieving the banking competitive advantage as a strategic goal sought by most organizations at the present time . Since relying on the adaptive innovative tradition in Iraqi organizations is not sufficient at all to catch up with the developed economy in the countries of the world, and since the business environment is characterized by instability as an inherent characteristic of it, it is very important to adopt the entrepreneurial spirit that is represented in entrepreneurship to progress quickly and achieve qualitative leaps that contribute to distinguishing clearly differentiated from its competitors. The conceptual framework of the current study was based on three main variables. Innovation and entrepreneurship as independent variables and achieving banking competitive advantage as a dependent variable. This study was applied in private banks affiliated to the banking sector in Iraq. A questionnaire will be developed to ensure the existence of a relationship between the main variables of the study as a tool for data collection in 10 private banks in Iraq for a sample of (213) working individuals and using a set of statistical tools available in programs (SPSS V.22 – AMOS V.22)