The impact of strategic cohesion in enhancing marketing agility: An analytical study of the opinions of a sample of Employees in Iraqi telecommunications companies

Abstract

The research aims to form clear perceptions about enhancing marketing agility through strategic cohesion activities, and the importance of the study appears through building a cohesion strategy, which is considered an effective process within the organization and is one of the main and important ways to create a more productive and cooperative work environment and is considered a basic pillar for the success of productive or service organizations. Both accordingly, the researchers used the descriptive analytical method, and a random sample of (230) workers was selected in the three Iraqi telecommunications companies (Asia Cell, Korek, and Zain Iraq), and the researchers adopted (the questionnaire) as a tool. To collect data and information and analyze them using the SPSS statistical program. The study reached several results, including. There is a significant correlation between the dimensions of strategic cohesion and marketing agility, and there is a significant effect of the dimensions of the personal characteristics of employees on marketing agility.