The effect of strategic foresight on marketing performance Analytical study of a sample of private sector companies (Internet service providers)
DOI:
https://doi.org/10.31150/ajebm.v4i10.660Keywords:
Strategic Foresigh, Scenario, Forecasting, Vision, Marketing PerformanceAbstract
This study aims to test “the impact of strategic foresight as an independent variable on marketing performance as a dependent variable. A set of questions crystallized about the main study problem, including the capabilities of telecommunications companies in providing Internet services to employ strategic insight in reaching acceptable levels of marketing performance? A group of The objectives, including testing and determining the relationship of strategic insight into marketing performance in the companies in question. For this purpose, a number of hypotheses were formulated, the most important of which was to find a correlation and influence relationship (for strategic insight and its dimensions with marketing performance). Through a questionnaire and the use of field visits and personal interviews with a number of the heads of these companies. A set of statistical tools were used to process the data, including the arithmetic mean, coefficient of variation, standard deviation, Pearson simple linear correlation coefficient, and simple and multiple linear regression to test the validity of the hypotheses through a set of statistical programs are (25.SPSS. V) and (25.AMOS. V). The most prominent results were represented by the strong and significant effect between the strategic foresight variable with institutional performance .
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Copyright (c) 2021 Ahmed Hashem Alsaqal, Hameed Ali Ahmed, Muatez ahmed alsaqal
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