Muntadhar Zuhair Hassan Al-Ziyadi, Idris Muhammad Ali Jabir, Ahmad Muhammad Redha Abdul Rasul

Abstract

The research aims to demonstrate the role of multicultural marketing in reducing organizational stagnation and through the mediating role of digital human resources management, applied to a sample of workers in Karbala Cement Factory. The questionnaire was used as a tool to collect data, which included (118) valid questionnaires for analysis. The Statistical Package for Social Sciences (SPSS V.25) was used to test hypotheses and statistical description of the sample. The research reached a set of conclusions, the most important of which is that multicultural marketing makes a big difference in attracting the brand, increasing sales and diversifying the audience, which in turn improves the efficiency of the organization, supports its activities and motivates workers from senior management to the bottom of the pyramid.

Keywords

digital human resource management. Multicultural marketing organizational inertia