Priority-The International Business Review

THE ROLE OF SOCIAL MARKETING IN PROMOTING LIFE INSURANCE PRODUCT FOR COMMUNITY AND SUSTAINABLE DEVELOPMENT

Faryal Rafiq — 2025-06-30

Social marketing is very central in marketing life insurance products since business goals are correlated with the community welfare and long-term objectives of sustainable development. Life insurance has a new face and can be viewed as a vehicle of social security, financial inclusion, and long-term stability of societies. Using concepts of social marketing would allow insurers to generate awareness of the worth of life insurance not only as a marketable entity but as a social good that helps to stabilize families, eliminate poverty, and ensure that families of differing ages maintain stability in their financial resources. Social marketing initiatives are focused on behavior change, trust development, and culturally appropriate communication and can help alleviate the misperceptions, lack of awareness, and aversion normally linked to insurance adoption in developing economies. Moreover, the incorporation of life insurance into the theory of sustainable development will allow insurers to contribute to the UN Sustainable Development Goals, as well as Goals 10 (reducing inequalities), 8 (decent work/economic growth), and 16 (building resilient communities). Marketing life insurance with a societal benefits approach- including financial literacy campaigns, location-based outreach, and cooperating with government institutions- allows people to view insurance as a means of either financial security or empowerment beyond a discretionary cost. Apart from boosting market penetration, this will also drive the role of financial institutions towards ensuring inclusive growth. Therefore, social marketing plays the role of an intermediary between the insurers and the communities to create trust, popularize the adoption of life insurance as an engine of financial stability, and play a significant role in sustainable development.

THE EFFECTS OF OPEN INNOVATION ON STRATEGIC PRODUCT DEVELOPMENT IN CORPORATE SECTOR OF PAKISTAN

Syed Hasnain Al Tahami — 2025-06-30

In the modern business environment, open innovation has been reviewed as one of the major strategies that an organization uses to be competitive and achieve growth. The present paper studies how open innovation has transformed the strategic product development in the corporate sector of Pakistan. The study reveals how the external knowledge integration, collaboration, and networks of partnerships contribute to the effectiveness of the process of product development through the incorporation of new ideas, cut in time-to-market and responsiveness to the consumer demands. The paper examines inbound and outbound aspect of open innovation, which entails how companies utilize external sources of knowledge to include customers, suppliers, universities and research institutes and at the same time sharing internal sources. The work has added knowledge to the discussion of the role of open innovation in changing the way strategic product development is performed and can provide practical information to the top management of firms and policy makers on the benefits of the encouragement of the collaborative networks. Finally, through open innovation, the corporate community in Pakistan can be enhanced because development of sustainable competitiveness, advancement in technology and resilient economy will be facilitated.

EVALUATING THE EFFECT OF WORKLOAD, REWARDS, JOB SATISFACTION AND EMPLOYEE PERFORMANCE OF BANK EMPLOYEES IN PAKISTAN

Syeda Ailia Rizvi — 2025-06-30

Banking system in Pakistan is facing challenges with the passage of time. Such challenges affect the employee’s work performance and results non-productivity. The purpose of this research is to evaluate the factors reward and work load to measure job performance as a mediator to further evaluate employee performance in bank. The methodology used in this research is quantitative. He population size is banking employees of Pakistan and sample size is 80. According to results, the highest reliability shown in this research is Job satisfaction (Cronbach alpha is 0.775) which is a mediator variable. This shown the relationship between independent variables reward and job satisfaction are significant to mediator and relationship between mediator and dependent variable employee performance is also shown significant, the overall model is significant. Hence as per results, reward and work load significantly impact on job satisfaction of employee which leads to employee performance.

MARKET INTELLIGENCE AND STRATEGIC DECISION MAKING IN THE EVOLVING CONSUMER MARKET

Syeda Arooba Zehra Kazmi — 2025-06-30

The ever-dynamic consumer landscape has been posing challenges to businesses that need to respond to the rapid changes in consumer behavior, technology, and competition. Generally, marketing intelligence has been defined as a set of actionable information relevant to management and is therefore placed in the hands of efficient strategic decision-making. The purpose of this research is to look into the integration of market intelligence into business strategy, thus affecting the identification of trends, the assessment of competition, and the understanding of customer preference. Another discussion will be on tools for advanced analytics, AI, and big data which facilitate decision-making through real-time insights and predictive analytics. The study concentrates on identifying how organizations can take advantage of market intelligence for the formulation of adaptive and customer-oriented strategies. This constitutes the evidence of digital transformation, globalization, and shifts in economic activities, causing the needs of consumers increasingly to change and necessitating drama in strategizing. High barriers to entry in term of case studies have been included where successful market intelligence has been proven to benefit organizations on the competitive edge and enable sustainable growth. In addition, ethical considerations, data privacy, and the accuracy of intelligence gathering are assessed to ensure that decisions are made responsibly. The contributions extend the body of knowledge by developing a framework for businesses to utilize market intelligence in a world disrupted constantly. In conclusion, those organizations that integrate data-driven insights into their strategic planning are better poised to forecast market dynamics, allocate resources wisely, and enhance customer satisfaction. Finally, by nurturing an intelligence-oriented culture, businesses can create resilience and innovation toward realizing long-term success in an ever-chaotic consumer environment.

THE ROLE OF MARKET INTELLIGENCE IN INNOVATIVE MARKETING STRATEGIES IN BANKING SECTOR OF PAKISTAN

Umme Aiman — 2025-06-30

The banking sector in Pakistan is undergoing increased competition and therefore calls for new innovative marketing strategies to be adopted in gaining a competitive advantage as well as ensuring satisfaction among their clients. It also discusses the role that market intelligence plays in understanding what is upcoming in the fields of identification and segmentation of customers as well as the construction of tailored marketing approaches. Thus, the current study proposes a study regarding the integration of market intelligence in formulating innovative marketing strategies in the banking sector of Pakistan. How translate the built-in approach of banks in terms of data-derived understanding that develops value-added characteristics in a personalized provision of services and enhances customer productivity are topics of consideration. The study uses descriptive methodology analyses to arrive at the point where it stresses the critical role that tools such as data analytics, customer relationship management (CRM) systems, and digital platforms play in the collection and analysis of market intelligence. It further identifies some of the major challenges that stand on the way towards effective application of market intelligence in marketing-strategy development, such as data privacy issues and resource constraints. The results show that this will foster a culture of innovation and data-driven decision-making within banks that meets client needs proactively. By harnessing market intelligence, banks in Pakistan can design customized marketing campaigns, improve customer retention, and ensure sustainable growth. Such insights will go a long way in offering valuable information to industry professionals as well as policymakers to optimize marketing practices in the banking sector.