THE IMPACT OF MARKETING VIGILANCE ON ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE: AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF WORKERS AT THE ABU GHRAIB DAIRY FACTORY IN BAGHDAD
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Abstract
The research aims to determine the extent of the impact of marketing vigilance and its role in achieving sustainable competitive advantage in the Abu Ghraib dairy factory in Baghdad. Marketing vigilance is concerned with monitoring and controlling the markets in which the institution operates, where information is collected and the organization's location in the markets is determined. Also, the behavior of customers is determined as new markets are identified and new products are provided to customers. So, this research addressed two variables, namely the independent variable (marketing vigilance) and the dependent variable (sustainable competitive advantage).
After making the theoretical framework clear, the research model was formulated to reflect the nature of the influential relationship between the variables. Then the hypotheses were developed to be tested in the Abu Ghraib dairy laboratory in Baghdad for the purpose of diagnosing the impact of marketing vigilance dimensions in achieving sustainable competitive advantage. To achieve that effect, the researcher relied in the research on the descriptive analytical approach, as it used personal interviews and a questionnaire form to collect data in the field of research, tested by a set of statistical programs EXCEL AND SPSS 23 and are put in tables by the researchers.
The research found a positive moral impact of the dimensions of marketing vigilance as independent variables on sustainable competitive advantage. The study recommends the laboratory management provide marketing procedures and conditions that contribute to enhancing the dimensions of marketing vigilance, which enhances the competitive advantage in the laboratory researched.
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