INTERNATIONAL JOURNAL OF PROFESSIONAL STUDIES

The research aims to develop comprehensive intellectual visions and clear perceptions about the relationship between sustainable marketing and its role in enhancing strategic supremacy in light of globalization and dynamic changes in the business environment, in an attempt to generalize the model and its applicability in the Iraqi environment. The research was based on an intellectual problem represented by the intellectual disparity that exists due to the novelty of the topic and to bridge the knowledge gap between philosophical proposals and application, with the aim of identifying the impact of sustainable marketing in enhancing strategic supremacy. The research relied on the descriptive analytical approach by deriving hypotheses and testing them based on a questionnaire distributed to 82 senior management and faculty members in a sample of private universities (Al Turath University , Al Mamoun University, Al Nisour University‎). To analyze the data, statistical methods and tools were used through statistical programs (SPSS) and (AMOS 23). The results demonstrated the validity of all main and sub-hypotheses of the research. Accordingly, a set of conclusions were reached that recommend the need for university administrations in the research sample to increase investment in sustainable marketing, renew ideas, develop university services provided to students, and focus on building new competitive capabilities.

Keywords: Sustainable Marketing; Strategic supremacy; Competitive Capabilities