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Abstract

Marketing Expertise and Its Interactive Role in the Impact of Strategic Agility on Crisis Management: An Exploratory Analytical Study in the State Oil Marketing Organization (SOMO), One of the Entities of the Iraqi Ministry of Oil

Dr. Shukri Faydha

Iraq

Haider Abdulwahid Al-Shuwaili

Iraq

55 - 87
Vol.20, Issue 1, Jul-Dec , 2025
Receiving Date: 2025-06-20
Acceptance Date: 2025-07-08
Publication Date: 2025-07-13
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http://doi.org/10.37648/ijps.v20i01.005

Abstract

The aim of the research is to identify the impact of strategic agility and marketing expertise in managing the crisis in the oil marketing company SOMO, given the importance of the two variables in the future of its work and its ability to make decisions and capabilities emanating from its orientation towards quelling crises and directed by its marketing experience and strategic agility, and trying to solve various issues of concern to the Iraqi oil issue In general and the marketing aspect in particular in light of the OPEC agreements, and on this basis the importance of the research was in preparing a hypothetical model applied for the first time in the company and directed to improve its ability to manage the crisis, and for the current research to adopt the descriptive analytical approach based on the questionnaire as an approach that adopts the questionnaire as a main source for data collection And information related to the research variables, their dimensions and paragraphs, as well as their support with interviews to diagnose the research problem and compare them with the results of the opinion survey, as data was collected from (209) observations from the research community (460) intentionally and according to administrative levels (73 managers, and 136 employees). Primary data through descriptive and inferential statistical methods embodied in (percentage, arithmetic mean, standard deviation, coefficient of difference, relative importance, Pearson correlation coefficient, multiple linear regression, confirmatory and exploratory factor analysis, interaction test).


Keywords: Marketing Experience; Strategic Agility; Crisis Management


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