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The Role of Lateral Marketing Strategy in Enhancing Marketing Capabilities (An Exploratory Study of The Views of A Sample of Workers in the Carrefour Retail Chain in Iraq( | ||
| TANMIYAT AL-RAFIDAIN | ||
| Volume 43, Issue 141, March 2024, Pages 54-77 PDF (892.44 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2024.182568.1321 | ||
| Author | ||
| Mohamed A. M. Alhamamy* | ||
| Department of Marketing Management, College of Administration and Economics, University of Mosul, Mosul, Iraq. | ||
| Abstract | ||
| The research aims to measure the effectiveness of lateral marketing strategy in enhancing marketing capabilities for organizations to achieve effective communication and success. This requires possessing knowledge about the concept of lateral marketing strategy, encompassing all the variables surrounding it. Today, lateral marketing strategy serves as an approach to embrace changes that connect the organization with its customers, leading to informed decision-making. The selected case study for this research is "Car Four Stores Series in Iraq," and a random sample of employees was chosen for data collection. The researcher utilized a validated and reliable questionnaire as the primary data collection tool, and the initial data was analyzed using the statistical package for social sciences (SPSS21). The statistical methods employed include standard deviation, mean, weighted mean, simple correlation coefficient, and simple regression. The research was further strengthened with a set of hypotheses tested using various statistical methods to either confirm or negate them, ultimately arriving at results that support the main research hypotheses. The researcher drew several conclusions, one of which highlighted the organization's need to introduce new products not directly related to the products currently offered. Consistent with the findings, the researcher made recommendations, including the organization's consideration of introducing new products not directly related to the products currently offered. | ||
| Keywords | ||
| Lateral Marketing Strategy; Marketing Capabilities; The Carrefour Retail Chain In Iraq | ||
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