دور الهندسة التسويقية في تحسين النجاح التنافسي: الدور التفاعلي للمقدرات الاستراتيجية
The Role of Engineering Marketing in Improving Competitive Success: The Interactive Role of Strategic Competence
- الباحث
- سرمد سامي شمران
- المشرف
- أ.م.د. أمير نعمة مخيف الكلابي
- الجامعة
- جامعة الكوفة
- الكلية / القسم
- الإدارة والاقتصاد / إدارة الأعمال
- الشهادة
- ماجستير
- السنة
- 2022
- لغة الرسالة
- عربي
- الكلمات المفتاحية
- الهندسة التسويقية;النجاح التنافسي;المقدرات الاستراتيجية;إدارة الأعمال
Abstract
This study seeks to identify the extent to which the researched organization is interested in the main study variables: marketing engineering, strategic Competence and competitive success, as well as to identify the relationship between strategic Competence through its dimensions (strategic awareness, abilities to satisfy stakeholders, organizational change capabilities, administrative capabilities, and solving capabilities problems) and marketing engineering with its dimensions (technology-based operations, benchmarking, data-driven decision-making and market-orientation analysis) and in competitive success across its dimensions (organizational management quality, product quality, strength of organizational culture, application of knowledge, optimal use of resources and marketing expertise). The study was applied according to the opinions of a random sample of (96) employees of Al-Kafeel Specialized Hospital in the Holy Karbala Governorate, and the study population reached (131) employees, and the study relied on the questionnaire as a tool for obtaining data and information. Modern statistical programs (SMART PLS.V. 3, Spss & Microsoft Excel) were used for the purpose of data analysis. Among the most prominent results of the conclusions, the most important of which are (The results showed that the interactive variable (modifying) strategic Competence did not strengthen the relationship between engineering marketing and competitive success because of the withdrawal of the relationship between them which means that it is not possible to employ this variable in health organizations to enhance the relationship between the two variables. This is an invitation to the researcher for the purpose of choosing Other variables: Strengthening this relationship between engineering marketing and competitive success.
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