سلسلة التجهيز الهجين وتأثيرها في التسويق المستدام دراسة استطلاعية في معمل سمنت الكوفة / النجف الاشرف

Abstract

The research aims to verify the nature of the relationship between leagile supply chain and sustainable marketing. The research focused on a sample of administrative staff in Kufa Cement Factory. The main importance of the research stems from the scarcity of studies that attempted to clarify the nature of the relationship between the variables under consideration and from a realistic problem, which directly affects the process of product development in the industrial organizations in Iraq in general and in the Kufa Cement Plant in particular. The research problem was formulated as follows: The level of sustainable marketing in the organization is directly at the level of leagile supply chain in the organization under consideration. In objective to collect data and complete the search requirements, using the method of the sample method of intent. A total of (271) questionnaire were distributed directly to the target population of the administrative staff of the Kufa Cement Plant. 238 questionnaires were retrieved, and the number of questionnaires valid for the statistical analysis was 214, ie, response rate (79%). On the theoretical side, the relevant literature has revealed a knowledge gap about the nature of the relationship between current research variables and leagile supply chain and sustainable marketing in organizations in general. On the practical side, the results showed that there was an impact relationship to the variable of leagile supply chain in the sustainable marketing variable in the organization under consideration.