The role of strategic vision in achieving marketing creativity – an applied study of a number of industrial companies in Duhok Governorate

Abstract

The current research aims to determine the role of strategic vision in achieving marketing creativity within industrial companies. To accomplish this objective, a number of production companies were selected in the Duhok Governorate to test the conceptual relationship between the two main research variables. The questionnaire was adopted as the main tool for data collection and was distributed among department heads and decision-makers in the selected industrial companies. A total of (30) forms were distributed, all of which were returned and included in the analysis. The research employed the SPSS program to analyze the data and test the correlation and regression between strategic vision and marketing creativity. The results showed a significant and positive correlation between the two variables, and the existence of a clear impact of strategic vision—through its dimensions of insight, consensus and acceptance, uniqueness, and extensive thinking—on marketing creativity. The research recommends increasing focus on strategic foresight and visionary planning within industrial firms to enhance creative marketing practices and improve competitiveness in a dynamic market environment.