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THE ROLE OF MARKETING VALUE INNOVATION TECHNOLOGIES IN BUILDING TEAM ENGAGEMENTExploratory study in the Private Banks in Diwaniyah Governorate | ||
| AL-Qadisiyah Journal For Administrative and Economic sciences | ||
| Volume 28, Issue 2, July 2026, Pages 251-261 PDF (788.52 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.33916/qjae.2026.02251261 | ||
| Author | ||
| Salman Abed Hadi | ||
| University of Al-Qadisiyah / College of Law | ||
| Abstract | ||
| The present enquiry aims to identify the person of marketing value creation techniques, across its dimensions (market-based relational assets and market-based intellectual assets), in building team interaction across its dimensions (supportive interaction and coercive interaction), for a sample of employees in the Private Banks in Diwaniyah Governorate, numbering (184) employees. The research problem was represented by the main question: What role do marketing value creation techniques play in building team interaction in the Private Banks in Diwaniyah Governorate? The exploration used the eloquent systematic method, then the data were analyzed through a set of statistical methods (arithmetic mean, standard deviation, relative importance, Pearson correlation coefficient). The research used a main hypothesis stating that (there is a statistically significant correlation between marketing value creation and team interaction).The study reached a number of results, the most important of which is: Marketing value creation techniques contribute to enhancing positive interaction between work teams by adopting innovative methods in administrative and service work, creating a more dynamic climate within the organization, as employees feel that the institution is constantly developing, which enhances the spirit of cooperation and increases the level of positive interaction among them. In light of this, the most important recommendations were the need for the senior management in the Private Banks in Diwaniyah Governorateto adopt a culture of marketing value creation as a strategic approach to developing the work environment and enhancing the interaction of work teams. | ||
| Keywords | ||
| Marketing value creation techniques; teamwork interaction | ||
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