Analysis of the complementary relationship between the elements of the sustainable marketing mix and sustainable manufacturing

An analytical study of the opinions of a sample of managers of commercial companies in Duhok Governorate

Abstract

 Through the current study, we seek to present and analyze the relationship between two variables of great importance to organizations in general and specifically the field under study for their effective role in the success of organizations and their achievement of advanced positions in terms of competition and development necessary for the continuity of organizations and their superiority over current organizations. These variables are represented by the sustainable marketing mix and sustainable manufacturing to stand on their role in the success of the field under study.

The problem of the study was that many industrial organizations did not pay attention to the field relationship between these two variables. Among these organizations was the company under study in Duhok Governorate. We relied on the questionnaire as the main tool for collecting data and information, in addition to field visits, direct observation, and conducting interviews with the top of the organizational pyramid in the company under study. The study reached positive results about the relationship between the two variables and their dimensions, so that these results would be scientific foundations for presenting many conclusions, the most important of which is the existence of an integrated relationship between both the sustainable marketing mix and sustainable manufacturing through the integration of their dimensions and their contribution to the success of the company and its distinction from its competitors. The study also presented many suggestions and implementation mechanisms to serve the field under study and similar organizations.

Implementation mechanism: Develop a comprehensive strategic plan that aims to integrate the dimensions of the sustainable marketing mix with the dimensions of sustainable manufacturing, ensuring integration between them to enhance the company’s objectives and raise its competitiveness. This plan also ensures the effective implementation of the study results, which contributes to strengthening the company’s position in the market and maintaining a sustainable leadership position in the long term.