Agile marketing and its role in achieving marketing Recovery.A Field Study of The Opinion of a Sample of Managers in A Number of Commercial Companies in Zakho Independent Administration
DOI:
https://doi.org/10.31185/wjfh.Vol22.Iss1.1528Abstract
This study investigates the impact of lean marketing on marketing recovery in commercial companies operating under the Zakho Autonomous Administration amid unstable market conditions and a lack of guiding scientific research. The study focuses on five lean marketing practices: waste reduction, agility, communication, cost reduction, and innovation with continuous learning. A quantitative research approach was adopted, using a field survey conducted among 79 managers and department heads from 30 companies across various sectors. Data were collected through a standardized questionnaire. The measurement model was assessed using SmartPLS, while descriptive statistics and hypothesis testing were performed with SPSS. Structural equation modeling and direct effects analysis were also applied. The findings reveal a statistically significant positive relationship between lean marketing and marketing recovery, indicating that increased adoption of lean marketing practices enhances companies’ ability to recover from market disruptions. Overall, the results confirm that lean marketing strengthens organizational maturity by improving responsiveness, operational performance, and competitive advantage.
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