إمكانية تعزيز الأداء التسويقي في ضوء تبني سلسلة التجهيز الرشيقة: دراسة استطلاعية لآراء عينة من العاملين في الشركة العامة لصناعة الأدوية والمستلزمات الطبية في سامراء

Abstract EN

The current research seeks to determine the correlation and influence between the activities of agile supply chains 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 importance of the research stems from the relationship between two important aspects, the first of which is the agile supply chain, and the second is to enhance the marketing performance of the researched company.

The research aims to build a clear perception among those in charge of the company in question about the concept of agile supply chain management and how to link it to the reality of marketing performance.

As the research adopted two hypotheses, the first is related to the relationship between the agile supply chain and marketing performance, and the second hypothesis is related to the impact of the agile supply chain on marketing performance.

They (general manager, deputy general manager, department managers, division managers and their assistants and employees of the company), relying on the questionnaire form, were a main method for data collection and implementation of the practical side using (SPSS, Amos v.24) for the purpose of reaching results and making conclusions, perhaps the most prominent of which are: 1.

The marketing performance represents efficient strategic plans that the company's management prepares as a tool to achieve its success in implementing the goals, as well as achieving the company's goals.2.

Through the answers of the employees, it was shown that the management of the company in question was interested in the agile supply chain because of its positive repercussions on the marketing performance, where a positive and moral correlation and impact was achieved between the agile supply chain in terms of its activities (total) and the marketing performance in terms of its dimensions (total), and this refers to Making critical decisions in the field of the company's marketing performance is linked to the directives of the company's management and its interest in the agile supply chain.