Impact of Marketing Insight on Achieving Sustainability (Evidence from Bahrain)

This research aims to identify the impact of marketing insights—specifically originality, implementability, market relevance, credibility, and commercial potential—on achieving sustainability in small and medium-sized institutions in the Kingdom of Bahrain. The study surveyed 290 employees using a simple random sampling method. The research methodology is built on the results gathered from a questionnaire distributed to a representative sample of employees within the targeted institutions. The researchers' hypothesis posits that marketing insights—specifically originality, implementability, market relevance, credibility, and commercial potential—have a significant impact on achieving sustainability in medium-sized and small institutions in the Kingdom of Bahrain. The findings of the study supported this hypothesis. Additionally, the results indicated that statistically there is no significant differences in the opinions of the research sample concerning the independent variable (marketing insights) and the dependent variable (achieving sustainability) based on demographics such as age and qualifications. However, other demographic variables, including gender, the age of the institution, and the type of activity, did show significant differences.