التصنيع المتسارع ودوره في تعزيز الأداء التسويقي: دراسة استطلاعية في الشركة العامة لصناعة الأدوية والمستلزمات الطبية في سامراء

Abstract EN

The current research seeks to determine the correlation and influence between Agile manufacturing and marketing performance in the State Company for the Pharmaceutical Industry and Medical Appliances in Samarra.

To achieve this, a hypothetical scheme was prepared that includes the research variables as well as the formulation of hypotheses.

The researchers used the questionnaire as a tool for data collection with the use of a number of statistical methods to test the hypotheses.

The research adopted two hypotheses, the first is related to the relationship between Agile manufacturing and marketing performance, and the second hypothesis is related to the effect between Agile manufacturing and marketing performance.

Deputy General Manager, department managers, divisional managers and their assistants and company employees).

The data was analyzed through a number of appropriate statistical tools for the purpose of arriving at the most important results, perhaps the most prominent of which are: 1.

Through the employees' answers, it was found that the management of the company in question was interested in Agile manufacturing because of its positive repercussions on marketing performance, as there was a positive and moral correlation and impact between Agile manufacturing in terms of its dimensions (total) and marketing performance in terms of its dimensions (total), and this indicates that taking Critical decisions in the field of the company's marketing performance are linked to the directives of the company's management and the extent of its interest in Agile manufacturing.2.

The availability of medicines from many companies and the lack of restrictions and opening the borders to them negatively affects the product of the company in question.

Also, a set of recommendations were reached, the most prominent of which are: 1.

Increasing investment in information and communication technology, which is one of the main requirements for Agile industrialization.2.

Increased attention and focus on marketing performance, as it enhances the company's ability to achieve a competitive advantage for its core activities.