Innovative marketing and sustainable success in SMEs with evidence from Northern Iraq

Abstract This study examines the role of innovative marketing strategies in advancing sustainable marketing success among small and medium-sized enterprises (SMEs), with a particular focus on the context of Northern Iraq. In a region still grappling with the long-term effects of conflict, economic fragility, and limited market infrastructure, SMEs must adopt adaptive, forward-thinking approaches to remain competitive and resilient. Drawing on responses from 150 SME leaders across Erbil and Duhok, the research captures how tools such as digital communication, customer-driven pricing models, and environmentally conscious branding are being leveraged to create market differentiation. The findings reveal that while the correlations between innovation and sustainable marketing success are moderate in strength, they are consistently positive—indicating that innovation is a meaningful contributor to long-term business sustainability. These insights highlight the importance of strategic agility and the integration of sustainability principles in marketing efforts, particularly for SMEs operating in volatile and rapidly evolving environments.

Abstract licence: CC BY-NC-ND

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