The extent of the impact of the dimensions of manufacturing flexibility in supporting marketing performance / an analytical study of the opinions of a sample of individuals working in the General Company for Leather Industries in Baghdad

Abstract

         The current research aims to know the extent of the impact of the dimensions of manufacturing flexibility represented by (size flexibility, machinery flexibility, product flexibility, process flexibility, expansion flexibility) in supporting the marketing performance represented by (market share, sales volume, profitability) in the General Company for Leather Industries - Baghdad The data and information were collected based on a questionnaire form, and the data obtained was analyzed using the statistical program (spss. Ver- 24) in order to obtain the results of analyzing the correlation and influence relationships between the independent variable (manufacturing flexibility) and the dependent variable (marketing performance). A set of statistical tools and methods prepared for the purpose of statistical analysis and extracting results from the most important ones  T-test, F-test, correlation coefficient, and simple, multiple and graduated linear regression analysis. The research came out with a set of conclusions, among which there was a correlation and a significant effect between manufacturing flexibility and marketing performance, and in light of the conclusions, a set of proposals were presented in line with the conclusions, including: Increasing the interest of the researched company in manufacturing its products with different models and designs by adopting advanced machines that meet the requirements of customers as well as Diversification in the markets to which the products are offered.