The impact of creative thinking on competitive advantage field

Research for a sample of the competent authorities in Baghdad Governorate

Abstract

         The study aims to investigate and measure the role of creative thinking as an independent variable in relation to competitive advantage as a dependent variable. To achieve accurate results, a comprehensive examination of the variables along with their sub-dimensions is essential. Specifically, fluency, flexibility, and originality have been adopted as sub-dimensions of the creative thinking variable, while cost, quality, flexibility, and delivery are considered sub-dimensions of the competitive advantage variable. To address the primary research problem, the key question is framed as: "To what extent can creative thinking contribute to achieving competitive advantage for the banks under study?" The research was conducted in several private banks located in Baghdad Governorate, namely Trans-Iraq Bank, Gulf Bank, United Bank, and International Bank. The administrative population under investigation comprised 123 individuals, from which a total sample of 114 respondents was selected based on statistical treatment. The researcher employed a descriptive analytical approach and utilized a questionnaire for data collection. Data analysis was conducted using the statistical programs SPSS (v.28) and AMOS (v.26). One of the significant findings of the study is the presence of a statistically significant effect of creative thinking on competitive advantage.