الإدارة بالرؤية المشتركة و انعكاساتها على التسويق الإبداعي : بحث استطلاعي لعينة من موظفي الشركة العامة للصناعات الكهربائية

Abstract EN

The main reason for choosing the topic is that it is one of the modern management methods that aim at the success of the organization or the researched company.

The research problem was represented in the role of the management with the common vision in promoting the creative marketing of the researched company.

The organization, as a modern management approach contributes to change, renew and develop the reality of the researched organization (the General Company for Electrical Industries) through the survey of a sample of employees in the researched company, which number (30) out of (50) individuals, the hypothesis was The main research is: There is a correlation between the management requirements with the common vision and the elements of creative marketing in the General Company for Electrical Industries The questionnaire was used as the main tool for collecting data and information in the marketing department of the company.

The sample was represented by senior management, including the heads of the departments of the researched company and analyzed their answers using the SPSS statistical program in data entry and analysis.

The most prominent of them: There is a possibility to apply the management approach to the shared vision in the company researched according to dimensions (effective communication, vision belief, effective control) and variable dimensions (creative marketing) m Represented by (fluency, flexibility, originality) through the results of the average sample answers on the main and sub-research variables, and the dimensions of management affect the shared vision in the elements of creative marketing and employees realize that drawing a set of strategic plans in the departments of the company is a priority of administrative work and a prerequisite One of the requirements of management with a shared vision.

The research recommends working to remove all obstacles that weaken the possibility of applying management with the common vision by spreading its culture and make it in line with the reality of the company, and the establishment of appropriate mechanisms to reward outstanding employees with fairness, and the need for senior management to support any new ideas submitted by employees to encourage them towards creativity and innovation.