Objavljeno 2023-12-21
Povzetek
The study aimed to reveal the impact of marketing knowledge in achieving sustainable competitive advantage from the perspective of managers and workers at industrial companies in Iraq. To achieve the objectives of the study, the researcher used the descriptive and analytical approach by applying electronic resolution to a random sample of 150 managers and workers in industrial companies in Iraq. The results of the study revealed that managers and workers agreed on the reality of marketing knowledge in its dimensions (knowledge of the market, knowledge of customers, knowledge of competitors) where all dimensions were high, and also revealed that managers and workers agreed on the reality of sustainable competitive advantage in its dimensions (low-cost level, diffusion and expansion, quality of products) where all dimensions came high. The results also showed an impact of marketing knowledge in its dimensions on achieving sustainable competitive advantage from the point of view of managers and workers in industrial companies in Iraq. The study recommended that periodic reports on market status, customers, competitors and distributors should be prepared, analyzed and utilized to achieve competitive advantages over competitors.