ملخص الدراسة:

The study aimed to identify the role of creativity and innovation to achieve competitive advantage from the standpoint of workers in the Bank of Palestine, and the detection of differences in the sample responses depending on the variable (qualification, years of service, type), and the researchers used the descriptive analytical method, and study population of workers Bank of Palestine in Gaza sub President and Deir al-Balah. The study tool is a questionnaire applied to a simple random sample of (60) employees, and the results showed that the level of importance of infrastructure for creativity, and creativity of the service, and innovation process, and conditioning the sustainability of innovation from the perspective of workers under study, the Bank of Palestine was high. The results showed that the level of achievement of competitive advantage (quality, excellence, response speed) in the Bank of Palestine in the study was high. The study results showed the presence of statistically significant differences between creativity and innovation and achieve competitive advantage is a positive relationship in the Bank of Palestine. Results of the study also revealed the presence of a statistically significant effect for creativity and innovation to achieve the competitive advantage of the Bank of Palestine. The study recommended that the Bank's management adopts the thought process of the development of creativity and innovation in order to leverage its comparative advantages and maximize its competitiveness. And the need for all departments to cooperate in the application of creativity and innovation process, and work together as a team and focus on the improvement and development of creativity and innovation process.

توثيق المرجعي (APA)

الأيوبي, منصور محمد على,& الحيلة, آمال عبد المجيد (2015). دور الإبداع والابتكار في تحقيق الميزة التنافسية: دراسة حالة بنك فلسطين. مؤتمر الريادة والابداع في تطوير الاعمال الصغيرة, الجامعة الإسلامية غزة. 28464