إسهام التصنيع المضاف في تعزيز عناصر التسويق الابتكاري : دراسة ميدانية في عينة من المكاتب الهندسية في بعض محافظات العراق

الملخص EN

The present research attempts to identify the contribution of additive manufacturing to enhance the elements of innovative marketing in engineering offices in Iraq, where engineering offices make big efforts to meet the needs of customers by providing innovative products.

The research problem has been formulated with some questions, most notably: "How visible is additive manufacturing among engineers and technicians in engineering offices?" The research aims to provide a theoretical and practical framework that works on linking the variables of the research (Additive manufacturing, elements of innovative marketing), enables researched offices to identify their level of orientation to the application of research variables, and then to analyze field realities to arrive at the results related to the development of this orientation through a descriptive and analytical approach, Engineering offices in Iraq were selected as a research community because of the availability of several research variables and an intentional sample was selected as a research sample whereby the research was based on the questionnaire as the main tool for obtaining information as well as some statistical methods for testing hypotheses through the IBM SPSS 19.

This research has achieved many conclusions, the most prominent of which is the existence of a significant relationship between research variables, as well as the existence of a significant effect of additive manufacturing on the elements of innovative marketing.

The research presented several suggestions, the most important of which were to increase the interest of the offices' understudy about the content of additive manufacturing and innovative marketing elements and to deepen the interest of engineers and technicians in that this would help to strengthen the offices' ability to compete and thus survive and grow in the market, In addition, the offices understudy should increase their interest in additive manufacturing and innovative marketing elements and have worked towards their proper application through training courses and conferences to improve performance in additive manufacturing and innovative marketing elements.