Keywords : ,،,؛Marketing opportunities


Strategic Leadership and Its Role in Marketing Ambidexterity Prowess-An Exploratory Study of the Opinions of Workers in the Mosul Dairy

Ahmed Maree AL_sulaeman; Mohammad M. H. AL-Mulla Hasan

TANMIYAT AL-RAFIDAIN, 2021, Volume 40, Issue 132, Pages 37-60
DOI: 10.33899/tanra.2021.129904.1085

In their research, the two researchers sought to include a set of steps. The first step was to identify the concept of strategic leadership, its importance, and then its objectives, and then determine the dimensions discussed for strategic leadership, by reviewing the views of the authors and researchers regarding the details referred to above. In the second step, the two researchers presented their procedural concept of entrepreneurship Strategy as the organization's ability to create new products that are unique and distinguished from competing products. The third step was towards standing on the concept of marketing ambidexterity by reviewing several concepts for a group of writers and researchers, as well as showing the importance of marketing ambidexterity that gain importance because organizations need to adapt Especially with the dynamic increase of the environment, as well as an explanation of its characteristics and conditions, down to a review of the dimensions agreed upon by writers and researchers of marketing ambidexterity.
As for the fourth step, it was represented in finding the truth about the role that strategic leadership can play in enhancing marketing ambidexterity. For this purpose, the two researchers chose the Mosul Alban Laboratory as a community for their research, and they collected the necessary data for a sample of workers in this community represented by (45) individuals surveyed. By using a special questionnaire form prepared for this research, the fifth step was the statistical treatment of these data within the framework of a set of statistical tests that fit with the data obtained in light of the questionnaire. The necessity of conducting research again in other products or service organizations to draw the attention of departments therein to the importance of strategic leadership as one of the important variables to enhance the organizations' marketing ambidexterity.