The impact of kinetic marketing on reducing organizational aging: An analytical study of the opinions of a sample of employees in banks operating in the Zakho Independent Administration
DOI:
https://doi.org/10.31272/jae.i152.1563Keywords:
Kinetic marketing, dimensions of cultural movement marketing, Organizational aging, banks under investigationAbstract
This research aims to develop a clear understanding of the impact of Kinetic marketing on mitigating organizational aging in banks operating in Zakho. This is achieved by establishing a knowledge framework that links internal culture with marketing innovation. The research problem stems from the escalating environmental challenges and the declining ability of banks to anticipate changing customer demands. This has led to the emergence of "organizational aging" and bureaucratic rigidity, threatening their competitive position. These banks strive to elevate their internal culture, relying on leadership that seeks development, innovation, and the ability to keep pace with market changes and respond to market events and developments. The research employed a descriptive-analytical approach, utilizing a questionnaire as the primary data collection tool. The questionnaire was distributed to a sample of employees, and 62 valid questionnaires were returned for analysis. To achieve the research objectives and test the correlation and impact hypotheses, a range of statistical methods were used, including frequencies, standard deviations, Pearson's correlation coefficient, and simple and multiple linear regression tests, all conducted using SPSS software. The research yielded several key findings, most notably: a statistically significant effect of Kinetic marketing in mitigating the effects of organizational aging. This necessitates that bank adopt flexible marketing approaches to address the risks of market uncertainty. The research concluded with a set of recommendations, the most prominent being that the banks studied should work on activating the role of marketing leadership within their administrative structure. Implementation mechanism: involving marketing leaders in development decision-making and change management, and training leaders in applying Kinetic marketing principles to managing work teams. Impact: Creating a stimulating environment for internal initiatives that support modern marketing trends.
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