Enhancing Product love through Product innovativeness the Mediating Role of Digital B2C Marketing in Health Care Sector

Abstract

This study explores the role of creativity and innovation in Small and Medium Enterprises (SMEs), with a particular focus on the healthcare sector, and examines how these factors contribute to the growth and competitiveness of SMEs. The purpose of the study was to investigate the relationship between creativity, innovation, and business performance, while also identifying the key barriers and enablers of innovation in SMEs. The population of the study consisted of 1,000 SMEs operating within the healthcare sector in Saudi Arabia, with a sample of 536 valid responses from SME executives who participated in a self-administered online survey. SMEs are companies with less than 250 employees and more than ten employees. The research adopted a quantitative methodology, utilizing descriptive statistics and inferential analysis to examine the influence of creativity and innovation on SME performance. The findings reveal that creativity and innovation are significant drivers of competitive advantage, product differentiation, and market growth. However, SMEs face considerable challenges, including resource constraints, risk aversion, and a short-term focuses, which hinder their ability to innovate effectively. The study also found that organizational culture, collaboration with external partners, and the adoption of digital technologies are key enablers of innovation in SMEs. The study recommends that SMEs prioritize the development of a culture that encourages creativity and risk-taking, invest in research and development, and explore strategic collaborations with external partners. Additionally, policymakers should focus on creating supportive environments that provide SMEs with access to innovation funding, reduce regulatory barriers, and promote digital transformation. Ultimately, the research need for SMEs to integrate innovation into their core business strategy to remain competitive and ensure long-term sustainability in a rapidly evolving market environment.