Diagnosing the Availability of the Dimensions of Dealing with Marketing Chaos in The General Automotive and Machinery Trade Company: A Survey Study of the Opinions of a Sample of Workers
2021, Volume 40, Issue 132, Pages 169-184
AbstractOrganizations need to adopt effective and efficient marketing methods and strategies to achieve continuity and growth in the current business environment characterized by rapid change, rivalry, complexity, and uncertainty that urge organizations to find methods to improve their capabilities to confront these conditions, reduce their effects, and adapt to them. The research attempts to answer the following question: What are the dimensions of dealing with the marketing chaos in the General Automotive and Machinery Trade Company?
The conclusions of the study showed the availability of the dimensions of dealing with the marketing chaos in the investigated company, arranged according to its importance, as the strategic competition ranked first, while innovation and diversification came last.
Based on the conclusions, several recommendations were presented, the most important of which is to motivate employees of the investigated company to innovate by setting an intrinsic and extrinsic reward system.
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