Marketing Culture and Its Role in Adopting Strategic Renewal Practices: An Analytical Study of Leaders' Views in the Kufa Cement Factory

Abstract

The research aims to test the relationship between the marketing culture in its dimensions (quality of service, personal relationships, the task of selling, organization, innovation and internal communications) and the strategic renewal of its dimensions (exploration, entrepreneurship, investment of opportunities, sharing of leadership), and in order to achieve the goal of the research was collected The data using the questionnaire form from the administrative and technical leaders, which included (102) managers, from workers in the Kufa Cement Factory in the Najaf governorate. The questionnaire data was analyzed through the use of a set of descriptive and inferential statistical tools, and on the basis of which a total of Conclusions were the most important ( the results of the research showed that there is a significant effect of excluding the marketing culture in adopting the practices of strategic innovation ).