The Effect of Strategic Lenses in Enhancing Innovation performance
(An analytical study of the opinions of a sample of managers in Asia cell)
A Thesis Submitted to
The Council of the Faculty of Administration and Economics / University of Kerbala
As Partial Fulfillment of the Requirements for the Master Degree in Business Management
By:
Thamer Hamed Saber Daham Al-Karafi
Supervise by:
Ass. Prof. Dr. Sahar Abbas Hussein Al-Zayadi
Abstract
The main purpose of the current study is to test the correlations and influence between the two variables of strategic lenses and creative performance by distancing them. In implementation of this purpose and in order to answer the questions of the study and achieve its objectives, the study was applied in the Asia Cell Communications Company in Iraq. The study population consisted of managers in the company’s branches, numbering (262) managers, and the questionnaire form was distributed to a sample of (155) managers. After collecting the questionnaires, it appeared that (150) were suitable for statistical analysis, with a response rate of (97%). As a result, the study sample consisted of (150) managers in various branches of the company. In order to analyze the data obtained from the respondents, the researcher used statistical analysis programs (SPSS V.25) and (AMOS V.25). Thus, the researcher reached the acceptance of all hypotheses, and came up with a set of conclusions, the most important of which was the existence of a significant effect of the strategic lenses in enhancing creative performance. This means that the strategic lenses are a powerful tool for improving creative performance and strategic thinking within Asia Cell Company. The researcher presented a set of recommendations, the most important of which was that if the Asia Cell company under study wants to enhance and improve its creative performance, he recommends the necessity of relying on the use and application of strategic lenses in all their dimensions in all short-, medium- and long-term strategic plans.
