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Providing a local model of strategic leadership intelligence for implementing sustainable marketing strategies in Iraq
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Ammar Muhi mustaf Altaamah   , GHasem Zarei *1 , Mohammad Bashokouh Ajirlou , Naser Seifollahi Anar |
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Abstract: (43 Views) |
The present study aimed to develop a local model of “strategic leadership intelligence” for the efficient implementation of sustainable marketing strategies in the Iraqi business context. The Iraqi economic environment, due to the convergence of security fluctuations, weak institutional infrastructure, and regulatory instability, has created a deep gap between “designing sustainability strategies” and “validating their implementation,” which this study seeks to bridge. In terms of methodology, this study was guided by a qualitative approach based on theorizing thematic analysis. The participants in this study included senior managers and business professionals in Iraq who were selected through purposive-theoretical sampling. Data collection was conducted using semi-structured interviews, and data analysis was conducted through three stages of open, axial, and selective coding.
The research findings in the open coding stage led to the extraction of 50 initial codes, which in the axial coding stage were categorized into 10 main categories including environmental intelligence, strategy translation, implementation governance, cross-functional integration, responsible supply chain, market legitimacy, ethical intelligence, stakeholder management, human capital, and financial-digital capability. In the final stage (selective coding), the core concept or central theme of the model was identified as “Performance Aligning Intelligence: The Leader’s Ability to Transform Sustainability into Valid Action.” The results show that in the unstable environment of Iraq, strategic leadership intelligence is not an individual characteristic, but a three-fold organizational mechanism that includes “situational understanding,” “empowerment of implementation processes,” and “sustainable legitimacy.” This study concludes that success in sustainable marketing in Iraq, beyond marketing tools, requires a change in the leader’s approach from “strategy designer” to “aligning architect” who can create a balance between economic goals and social imperatives. |
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| Keywords: Sustainable marketing, strategic leadership intelligence, theme analysis, Iraq, aligning intelligence, performance management. |
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Full-Text [PDF 1852 kb]
(12 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2024/04/15 | Accepted: 2024/12/15 | Published: 2024/12/20
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