The Impact of Marketing Crises on Marketing Recovery

Authors

  • Gazang Jameel Sadiq Department of administration,College of administration and economics, Salahaddin University-Erbil Author
  • Idrees Sadeq Kanabi Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Shia Radha Tahir Department of Accounting, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Sakar Fattah Sulayman Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Azad Salih Nader Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author

Keywords:

Strategic Vigilance, Environmental Scanning, Risk Identification, Adaptability, Cultural Challenges, Goal Achievement, Decision-Making Quality.

Abstract

Strategic vigilance plays a pivotal role in navigating today’s dynamic and uncertain business environments. This study explores the impact of key components of strategic vigilance—Environmental Scanning, Risk Identification, Adaptability, and Cultural Challenges—on achieving organizational success. Employing correlation, multiple regression, T-Test, and ANOVA analyses, the study highlights the significant relationships between these components and critical outcomes such as Goal Achievement, Decision-Making Quality, Organizational Resilience, and Competitive Advantage. The findings reveal that proactive monitoring of external trends, effective risk management, and fostering adaptability are essential for sustaining organizational performance. Moreover, addressing cultural barriers and tailoring strategies to organizational contexts enhance the effectiveness of strategic vigilance. The results underscore the need for organizations to invest in strategic mechanisms to achieve long-term goals and maintain competitive advantage. Recommendations for practice include leveraging advanced tools, fostering a culture of innovation, and continuous monitoring. Future studies are suggested to focus on longitudinal effects, industry-specific dynamics, and the integration of technology into strategic practices.

Downloads

Download data is not yet available.

Downloads

Published

2025-01-07

How to Cite

The Impact of Marketing Crises on Marketing Recovery. (2025). OTS Canadian Journal, 4(1), 47-65. https://journal.canadian-ots.ca/index.php/ots/article/view/38

Most read articles by the same author(s)