الوعي الاستراتيجي وفق منظور التفوق التسويقي

دراسة استطلاعية للقيادات في الشركات الدوائية

Abstract

The aim of the research is to identify the strategic cognitive
awareness prevailing in pharmaceutical companies according to the
marketing superiority perspective. What happens by removing the
strategic awareness of knowledge that the leaderships in the researched
companies possess, to achieve the goal of the research, the researchers
used the descriptive and analytical method .And he adopted a
questionnaire tool to collect data about the phenomenon in question. The
field of research has been represented in the General Company for
Medicines and Medical Supplies - Samarra, as one of the most vital
industrial institutions in light of the Covid 19 crisis. As for the research
community, it is represented by the working leaderships in the searched
company, whose number is (60) under discussion and its sample is (35)
individuals. The (SPSS) program was approved for statistical analysis.
The research reached a set of results, the most important of which are:
The more leaders at the administrative levels possess a strategic
cognitive awareness, the more this will help increase marketing
excellence. As the increased interest in the strategic awareness of the
leaders will help to achieve the required achievement and excellence in a
timely manner and more effectively in their marketing activities. Among
the most important recommendations is that leaders at all administrative
levels should pay more attention to internal strategic awareness in terms
of developing a future strategy to improve marketing performance and
give employees more empowerment to perform their businesses freely.