The Green Market Orientation and its Impact on Achieving Marketing Recovery: Disruptive Innovation as An Interactive Variable
An Analytical Exploratory Study in a Number of Private Dairy Production Companies in Iraq
PhD Thesis Submitted to
Council of The Facuity of Administration and Economics / University of Kerbala
as a Part of The Requirements for Obtaining the Degree of Doctor of Philosophy in Business Management
By
Amjad H. Ismail
Supervised
Ass. Prof. Dr. Elham Nathm Abdul-Hadi Prof. Dr. Ahmed Kadhum Bareas
Abstract:
The organization seeks to adopt a number of modern marketing concepts that would create an ideal work environment that guarantees continuous progress. This was the main reason for adopting both the concept of green market orientation and marketing recovery, and creating a logical, philosophical and influential relationship between them, as well as identifying the interactive impact that disruptive innovation, disruptive in these relationships, in order to find logical solutions to the study’s problem of achieving marketing recovery in the long term, and from here highlights the importance of the study for business organizations, In order to achieve the objectives of the study, which is to determine the extent to which disruptive innovation contributes to increasing the impact of the green market trend resulting from achieving marketing recovery, the study targeted 38 Special dairy production companies in Iraq, some of their customers, and the target sample size reached 2448 observations, and the descriptive analytical approach was adopted to be able to draw the picture. Details of the study phenomenon and then achieving its objectives.
The questionnaire represents the main tool for collecting data, which was according to the five-point Lickerd scale. Several statistical methods were used, represented by both the validity and reliability test for the approved measurement tool, its confirmatory validity test, and the Cronbach alpha test, in addition to statistical description tests represented by both the arithmetic mean and the standard deviation. The intensity of the answer, the correlation coefficient, the T and F tests, and the regression coefficient β.
The study reached a number of results, the most important of which were the presence of a partial effect between some dimensions of the independent variable on the dependent variable, and the presence of a positive interactive effect in the relationship between the independent variable and the dependent variable for the interactive variable (modifier). This result can be explained by the fact that the disruptive innovation variable modifies the level of influence between The green market orientation and marketing recovery, which resulted in several recommendations, the most prominent of which is adopting the green market orientation supported by sweeping creativity to be able to achieve marketing recovery in a way that ensures the company achieves marketing recovery, by disruptive away market leaders and overcoming them, or entering new markets in which it is the first innovator.
Keywords: green market orientation, marketing recovery, Disruptive Innovation.
