The success of entrepreneurship based on the theory of disruptive innovation: Marketing perspective

This study explores the intersection of disruptive innovation principles and marketing strategies in fostering entrepreneurial success within the Arab region, a culturally and economically diverse context characterized by rapid digital transformation. Theory of disruptive innovation, the research investigates how customer-centric marketing strategies, digital marketing platforms, and guerrilla marketing and viral growth strategiesare adopted across five Arab countries: Egypt, Saudi Arabia, Kuwait, United Arab Emirates, and Jordan. Using survey data collected from 390 Arab startup leaders and marketing agency managers, the study tests three hypotheses to uncover regional patterns in the adoption of marketing strategies aligned with disruptive innovation. The findings reveal significant differences in the implementation of these strategies across the Arab countries, rejecting the null hypotheses and highlighting the importance of contextual factors such as technological readiness, cultural norms, and regulatory environments. These results contribute to the broader literature on disruptive innovation by offering empirical evidence from an emerging market context. The study provides actionable insights for entrepreneurs, marketers, and policymakers seeking to leverage innovative marketing approaches to address underserved market segments and drive sustainable economic growth.