- All Journals
- Al-Qadisiyah University
- Basrah University
- Kirkuk University
- Mosul University
- The Iraqi Borad for Medical Specialization
- University of Anbar
- University of Technology
- Al Mustafa University
- Al-Zahraa University for Women
- Alnoor University
- Kunooz University
- Misan University
- Ninevah University
- Tikrit University
- University of Al-Hamdaniya
- University of Kerbala
The Interactive Role of Digital Supply Chains in Enhancing Marketing Capabilities - An Analytical Study in The General Company for Grain Trade. | ||
| TANMIYAT AL-RAFIDAIN | ||
| Volume 44, Issue 145, March 2025, Pages 458-474 PDF (866.71 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2025.156726.1449 | ||
| Authors | ||
| Osama Anmar Abdul Amir* 1; Mohammed Edan Al khazraje2 | ||
| 1Ministry of Higher Education and Scientific Research, Baghdad, Iraq. | ||
| 2Middle Technical University, Institute of Administration Rusafa,Baghdad, Iraq. | ||
| Abstract | ||
| This research aims to explore the role of digital supply chains in enhancing marketing capabilities, by studying the theoretical frameworks and practical applications of these chains. This research will also attempt to answer the research questions in whether there is a relationship between digital supply chains and enhancing marketing capabilities. The importance of the current research comes from the increasing need to understand the interrelationship between digital development, supply chains and marketing, and their role in achieving pioneering performance for companies in a highly changing business environment. The General Company for Grain Trade in Baghdad, one of the formations of the Ministry of Trade, was chosen as the site for implementing the research. A purposive sample of managers working at the middle and upper levels in the company was selected, and the number of respondents was (75) managers. The research relied on the descriptive analytical approach in preparing the survey, and the SPSS V.26 statistical analysis program was used to analyze the data. This research concluded that there is a relationship of influence and association between digital supply chains and enhancing marketing capabilities. This study recommends that the company under study invest in updating the technological infrastructure to suit the requirements of digital supply chains and enhancing the capabilities of networks and data storage systems to ensure the smooth flow of information between the company's various departments and thus enhance the company's marketing capabilities in the market | ||
| Keywords | ||
| Digital supply chains; marketing capabilities; distribution channels | ||
|
Statistics Article View: 188 PDF Download: 90 |
||