The process of achieving balance in the portfolio of marketing innovations is one of
successful marketing innovation's requirements in the Organization, which in turn reflects
positively on the performance through distributing risks and reducing it
, highlighting its
importance inside modern economic environment witch characterizes by constant change
and the renewable risks. The research aims to study the strategies of diversification in a
portfolio of marketing innovations in the Syrian private banks and its impact to market
share.
To achieve this, the researcher used the Entropy index to measure the degree of
diversity in the portfolio of marketing innovations. and use the hierarchical cluster analysis
to categorize groups according to the variables of diversity and market share of the studied
banks using Statistical Package for Social Sciences SPSS V (23) to reach Researcher to the
following findings: There is a difference in the diversification strategies inside portfolio of
marketing innovations for studied banks. And banks which achieve high value of the
variety index are whose have high market share While the value of index was law for most
of banks which their market shares are low, and therefore, researcher suggested that banks
have to Develop their Business models in order to increase the value of innovative banking
services and achieve differentiation in the followed diversification strategies to reduce the
various risks.