The Role of Marketing Leadership of a Dynamic Business Environment in Enhancing Marketing Flexibility

An Analytical Study of the Opinions of a Sample of Employees of a Number of Furniture Factories in the City of Dohuk

Authors

DOI:

https://doi.org/10.14500/kujhss.v8n2y2025.pp283-292

Keywords:

Marketing Leadership, Marketing Orientation, Branding, Marketing Flexibility, Interaction with Customers

Abstract

he research aims to provide a clear concept of marketing leadership for the dynamic business environment in enhancing marketing flexibility for a number of furniture factories and stores operating in the city of Dohuk, taking advantage of the marketing leadership of these factories and the capabilities and creative skills of the workers and the modern technologies possessed by these researched factories, as their importance stems from interest in customers. And interact with them and get to know their opinions about the products they offer currently and, in the future, as they are the main factor in the markets, which helps these laboratories with market orientation and superiority over competitors. The current research relied on testing marketing leadership as an independent variable with its dimensions, marketing flexibility as a dependent variable, and an analytical field framework to identify the nature of the correlation relationship. And the effect between the independent variable on the dependent variable, and this is what prompted the researcher to formulate a number of main and subsidiary hypotheses. These hypotheses were tested through the use of a group of analytical statistical methods. (60) questionnaires were retrieved that were valid for statistical analysis of these researched organizations. It was concluded that the research led to a set of conclusions, the most important of which were: The idea of ​​marketing leadership and its future directions gained momentum because it demonstrated the importance of marketing to achieve success towards competitors, and it was an important topic for research in the twentieth century when automation and technological development were driving change in the business environment as it operates in a dynamic competitive environment. Among the important proposals reached by the research: the need for leaders in the researched organizations to pay attention to their brand, the implementation mechanism: working to attract the largest number of customers, and working to find ways to raise the purchasing power of customers to enable them to buy their original products of distinctive quality, and to avoid missing the opportunity. On traditional products.

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Published

2025-07-20

How to Cite

Omar, M. A. (2025) “ The Role of Marketing Leadership of a Dynamic Business Environment in Enhancing Marketing Flexibility : An Analytical Study of the Opinions of a Sample of Employees of a Number of Furniture Factories in the City of Dohuk”, KOYA UNIVERSITY JOURNAL OF HUMANITIES AND SOCIAL SCIENCES, 8(2), pp. 283–292. doi: 10.14500/kujhss.v8n2y2025.pp283-292.

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