Strategic awareness as a moderating variable for the relationship between scenario planning and strategic
response
An analytical study for the opinions of a sample of managers in the shell oil company operating in southern
Iraq
A Thesis Submitted To The Council of the College of Administration and Economics, Karbala University, As Part Fulfillment of the Requirements for Philosophy (PH.D) Degree In Business Administration.
By The Student
Munaf Abdulkadhim AlQattan
Supervised by
Prof . Dr . Akram Mohsen Al-Yasiri
Prof . Dr . Hussein Huraja Al-Hasnawi

Abstract
The aim of study aimed to identify the modified role of strategic awareness between scenario planning and strategic response in the Shell Oil Company operating in southern Iraq, Based on a major problem several questions Were raised , including the Perception of the modified influential relationship between Variables in the field, and the scenario planning variable was measured through three Dimensions (obtaining information, disseminating knowledge, developing scenarios and strategic options). And measuring the strategic awareness variable through five dimensions
(customer service awareness, promotion/sales awareness, product/service awareness, competitive environment awareness, and administrative coordination awareness). While the strategic response was measured through four dimensions (resource liquidity, business process maturity, business response to the environment, business proactivity to the environment). The study sample included 200 individual leaders working at various administrative levels, and the researcher distributed (200) questionnaires, and (186) were retrieved. The data and information of the study, as well as some personal interviews with the members of the study sample, who were represented by a group of leaders and affiliates of the Shell Oil Company operating in southern Iraq. For the purpose of statistical analysis and treatment, the study relied on exploratory and confirmatory factor analysis as basic structural tests for the validity of the approved measures, and structured equation modeling to measure impact relationships, modified analysis, and gradient multiple regression analysis, to measure interactive relationships, and these methods were used by statistical programs (SPSS,Amos). . Several conclusions were reached through the study, the most important of which was the interest of the study sample company in applying and implementing field strategic awareness strategies and policies that would modify or enhance the impact of scenario planning on the strategic response, so that the presence of strategic awareness in the field along with the adoption of the surveyed company’s departments planning The scenario would improve the level of the strategic response better than if the departments of the company in question adopted the scenario planning without strategic awareness. The current study has resulted in a set of recommendations, the most important of which is the need for the departments of the company under study to assume the importance of formulating the dimensions and strategies of strategic awareness in a clear and accurate manner, in addition to calling on the departments of the study sample company to increase interest in planning the scenario because of this of a major role in strengthening the strategic response .
KEYWORDS : Scenario planning , strategic awareness , strategic response