أبعاد القدرات التسويقية الديناميكية وانعكاسها في التعافي التسويقي: دراسة استطلاعية لآراء عينة من مديري عدد من المصارف الخاصة في اقليم كردستان- العراق

الملخص EN

The research aims to identify the dimensions of dynamic marketing capabilities and their reflection on marketing recovery among a sample of private bank managers in the Kurdistan region of Iraq.

The paper provides a theoretical framework on dynamic capabilities and marketing recovery, and an empirical framework to explore the relationship between dynamic marketing capabilities as an independent variable and marketing recovery as a dependent.

Several hypotheses were formulated to study the results and tested using a set of statistical analytical methods.

207 questionnaires were sent to managers and their representatives (assistant director, department manager, unit official, And department official) in the examined banks.

A total number of 171 screened questionnaires were retrieved and analyzed.

The paper presents several findings that indicate the positive correlation between dynamic marketing capabilities and marketing recovery, suggesting that an improvement in the busy marketing capabilities will result in improving the marketing recovery levels among the surveyed banks.

Among the most important recommendations provided in the paper is the need to strengthen the dynamic marketing capabilities of the examined banks because it is considered a competitive advantage owned by these banks and in a way contributes to the sustainability of their marketing recovery.