The effect of Marketing generation leadership on the networking of perceived value: A field study in a sample of Iraqi telecom companies (Zain Iraq and Asia Cell)
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Abstract
The current research aims to identify the role of generation leadership marketing in enhancing the value network interconnection, in mobile telecommunications companies in Iraq (Zain Iraq, and Asia Cell), as they are among the service companies that play a key role within the telecommunications sector in Iraq, which is witnessing strong competition among them from Where the provision of services of distinct value to different age groups of customers, so the adoption of modern marketing concepts such as generation leadership marketing, and knowledge of its role in achieving distinction, can help in strengthening the interconnectedness of the value-availability network, as the research is divided into four sections: The first topic represents the methodological aspect. , while the second topic included the theoretical side of the research variables and their exclusion, the third topic presented the practical side to test the research hypotheses, while the fourth section dealt with the conclusions and recommendations of the research.
The researcher adopted the descriptive and analytical approach in the research, and the research sample was represented by a group of workers in the companies surveyed, numbering (193) individuals for the purpose of testing the correlation and influence relationships between the research variables, by adopting the questionnaire as
a measurement tool, and the data was processed through the statistical program (SPSS) and (AMOS) to prove the validity of its hypotheses, and the use of multiple regression coefficient and correlation coefficient as statistical methods. The research reached a set of conclusions, the most prominent of which was that the marketing of the generation leadership represents a fundamental change in the way of work in which the products are built, as it focuses on the study of successive generations of customers based on research and market studies and the adoption of scientific foundations to attract and acquire customers and thus activate the interconnection between the parties to the value network.
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