The Effect of an Agile Supply Chain in Enhancing Marketing Performance: An Analytical Exploratory Study in the Men's Ready-to-wear Factory – Najaf

Abstract

Given the state of uncertainty in the market, competition, and the increasing requirements of
customers and the evolution of their needs and desires, this issue has led organizations to search for
valuable ways to control uncertainty and achieve response. Perhaps the fastest of which is the agile
supply chain. So, the current research problem was embodied in a key question: Does agile supply
chain have an effect on enhancing the marketing performance of the factory in question?
Accordingly, the aim of the current research is to determine the level of relationship and impact
between the agile supply chain and marketing performance. Therefore, the researchers adopted the
descriptive analytical approach and the deductive and inductive approach within the framework of
their theoretical and practical research, targeting a sample of (103) individuals. The researchers distributed a questionnaire to the study sample and found that (99) forms were valid. The researchers
tested these questionnaires in terms of apparent and constructive honesty, as well as their stability.
The research reached many conclusions, the most important of which is that the factory in question
lacks a clear strategic vision that contributes to the understanding and awareness of customer
requirements. The study laid out a number of recommendations such as the need to increase the
factory’s interest in agile supply chain due to its real and fundamental role in enhancing its marketing
performance.