توظيف أبعادها الهندسة التسويقية لتعزيز المقدرات الاستراتيجية للمنظمة

الملخص EN

The research aims to determine the role of marketing engineering in developing strategic Competence through its dimensions (technology-based processes, benchmarking, data based decision-making, and market-orientation analysis) as an independent variable, and strategic Competence through its dimensions (strategic awareness, stakeholder satisfaction capabilities, And the capabilities of organizational change, administrative capabilities, and problem-solving abilities.) as a dependent variable, and the research aimed to determine the correlation and influence relationships between its main and sub variables.

The research conducted personal interviews and a questionnaire to collect information.

The questionnaire was directed to hospital employees, so the research community reached (131) employees, while the research sample amounted to (96) employees, as it was determined based on the equation (Steven K.

Thompson, 2002 : 10), and it was used The research is a set of statistical methods and tools for the purpose of data processing and testing its hypotheses.

The statistical results were extracted by means of the Statistical Package Program (SM).

ART PLS), and it reached the clarity of all its main and sub-variables in the sample surveyed, that the rapid transformations witnessed by the competitive business environment during the past decade have become an imperative and unavoidable matter, which obligated many business organizations to reconsider the path of building and developing strategic Competence in order to achieve sustainable competitiveness The most important changes facing business organizations today, the expanding globalization phenomenon, new competitive landscapes, advanced information technology systems, new business alignments, strategic alliances, and other complexities that contribute to this type of phenomenon have prompted organizations to find new ways to deal with Quick change.