تأثير التسويق الأخلاقي في التوازن الاستراتيجي من خلال القيمة المضافة للجودة المدركة : دراسة مسحية تحليلية في عينة من شركات القطاع الصناعي

Abstract EN

Objective: The objective of our present research is to analyze the relationship between ethical marketing and strategic balance through the added value of perceived quality in the sample of companies operating in the industrial sector.

Methodology/ Design: The problem of the research was formulated through several questions regarding the relationship between the variables of the research and its nature by which the objectives of the research were identified and represented in hypothetical scheme which shaped the formulation of the hypotheses that were scaled by the advanced statistical program "partial least squares structural equation modeling (PLS-SEM) by analyzing data provided by the research tool (questionnaire) after applying it on the research sample which consists of sections and branches managers from different administrative levels which have been picked in a deliberately intentional manner.

(57) Questionnaires were distributed to public and private sector companies, (54) have been retrieved and (4) were excluded for being invalid so the final number is (50).

For the analysis of data, the researcher used a set of statistical formulas in the advanced statistical program (Smart PLS V.3) for data analysis because of the scarcity of research and studies using this advanced program and the accuracy of its results that can help in reaching objective and precise conclusions, as well as the use of (SPSS v22) to evaluate the scaling tools (Confirmatory Factor Analysis, Cronbach's Alpha Coefficient, Ex planatory Coefficient (R²), Natural Distribution of Data (Arithmetical Mean, Standard Deviation, Variance), Correlation Coefficient, Modeling Structural Equations.

Theoretical results: there is an ambiguous perception concerning the nature of relation among current research variables represented in independent variable (Ethical Marketing) and medium variable (Added Value of Perceived Quality) and subsidiary variable (Strategic Balance).

Practical results: the most important practical results reached by the researcher can be summarized in the presence of a relation of direct, positive and moral effect between ethical marketing and strategic balance of both sectors as well as it enhanced the relation between the two subsidiary variables (performance and durability) of the medium variable.

As for the private sector, the relation between them have been enhanced because of the three subsidiary variables (performance, credibility and conformity) and therefore, the relation among these three variables for both sectors is direct, positive and moral.