THE ROLE OF STRATEGIC AWARENESS IN MAKING INNOVATIVE MARKETING DECISIONS: AN APPLIED STUDY AT AL-JOUD COMPANY FOR MODERN INDUSTRIAL TECHNOLOGY

Abstract

The current research aims to identify the role of strategic awareness in its dimensions: actual strategic awareness, external strategic awareness, perspective strategic awareness, and internal strategic awareness in making innovative marketing decisions in the organization under investigation. The study relied on the descriptive approach by distributing a questionnaire for the opinions of a sample of workers in the company. Al-Joud Modern Industrial Technology (76) employees. A hypothetical model was built to study the research hypotheses. Practical analysis was conducted by adopting a set of statistical tools that suit the objectives of the research. The statistical package program (Smart PLS) was adopted. The research included a number of conclusions, the most important of which was The study sample members completely and largely agree that strategic awareness enhances innovative marketing decision-making. The most important recommendations are to emphasize the necessity of developing and benefiting from making the tasks assigned to working individuals carried out without pressure and within a strategic framework that helps creativity, innovation and enhance marketing decision-making. Innovative, which in turn enhances the achievement of the objectives of the researched organization.