The Impact of Marketing Know ledge on the Paths of Strategic Renewal: An Exploratory Study of the Opinions of a Sample in the State Oil Marketing Organization (SOMO)
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Abstract
The two topics of marketing knowledge and strategic renewal at the international level are receiving increasing attention due to their being important and contemporary topics, which have a significant impact on the existence and future of organizations. The research aims at diagnosing the nature of the impact of marketing knowledge on the paths of strategic renewal in the Iraqi environment (State Organization for Marketing of Oil (SOMO)). In order to achieve hypotheses tests, the field study was used and applied to a sample of (50) departments managers, division officials and administrators in public relations. The data was collected through the questionnaire as a main tool for the research, and several of statistical methods were used to process the data, including: arithmetic mean, standard deviation, and simple regression coefficient. The most prominent results of the research were the existence of an Impact of relationship of marketing knowledge in the paths of strategic renewal, and that there is a validation of the effect model for research. The study concluded with a set of recommendations, the most important of which was the necessity of investing in marketing knowledge, sustaining it and developing it, especially at the international level, to maximize the added value to influence the paths of strategic renewal, and the need for the company’s management to employ the dimensions of marketing knowledge (implicit and explicit) with an integrative prospective more than activating it individually to promote strategic renewal.
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