The Effect Of Sustainable Marketing In Entrepreneurial Orientation

A Thesis Submitted To The Council Of The College Of Administration And Economics University Of Karbala

In partial  Fulfillment Of Requirement For The Master Degree In Business Administration

By

Suhad. Barqi.Kamil

Supervised By

Prof.Dr.Akram Mohsin AL- Yasiry

This study aims to determine the impact of sustainable marketing strategy in entrepreneurial  orientation, in order to achieve this, the dimensions of sustainable marketing strategy (marketing innovation, marketing sense message, customer-oriented marketing, customer value marketing, social marketing) and entrepreneurial  orientation is expressed by its dimensions (creativity, independence, proactive, competitive aggressive, risk-taking). The study attempted to answer a number of questions, is there a correlation relationship  and effect for sustainable marketing strategy in entrepreneurial orientation?

The study was conducted on Zain mobile operator in Iraq, where information was obtained for the field side through the questionnaire form prepared for this purpose was distributed to a sample of (60) represent managers of branches, sections and divisions and units of the company, as well as interviews and personal observations.

And the adoption of a number of descriptive statistical and analytical methods including the weighted arithmetic mean, standard deviation, and the value of (t) to arithmetic means, and use simple correlation to measure the relationship between variables and test (t) to know significant of this relationship , simple regression analysis, test (F) to determine the significant regression equation, was also used (R2) for the interpretation of the effect of the independent variables in the variable.

   the study also found a set of conclusions can be summarized that there is the effect of a sustainable marketing strategy in the company’s entrepreneurial orientation researched, the study sample  .

     Then study concluded a set of recommendations for the variables, include the following:
need to apply sustainable marketing company in the study population and adapt its dimensions with reality because they are modern marketing strategies that seek to protect the environment and preserve natural resources for future generations and maintain the relationship with the customer and welfare of the community, and then return them to excellence.