The Role of Lean Marketing in Achieving Sustainable Competitive Advantage: An Analytical Study at Al-Mosul Dairy Manufactory

Harith Hussein Ali; Shahla Salem Khalil; Rana Jamal Khalil

doi:10.51173/jt.v3i2.280

Authors

Harith Hussein Ali Northern Technical University Office, Mosul, Iraq.
Shahla Salem Khalil Northern Technical University Office, Mosul, Iraq. https://orcid.org/0000-0002-8374-603X
Rana Jamal Khalil Technical Institute Mosul, Mosul, Iraq.

DOI:

https://doi.org/10.51173/jt.v3i2.280

Keywords:

Lean Marketing, Sustainable Competitive Advantage

Abstract

This paper aims to examine the relationship between Lean Marketing (LM) and implementing Sustainable Competitive Advantage (SCA). Based on discussing the different types of waste that a company can produce during the production process. This study targeted the Mosul Dairy Manufactory. In total (67%) valid completed questionnaires, out of (75) questionnaire forms distributed to the manufacturer’s marketing departments and distribution outlets. This study is based on a number of conceptual and applied questions concerning the relationship of correlation and its influence between the variables of research. The questionnaire was used as the main tool for collecting data and information. Statistical quantitative methods like (SPSS) were adopted in analyzing the data collected by the questionnaire. The main outcomes indicated, the existence of a significant correlation between the two variables, as well as, the existence of a significant impact of lean marketing on the sustainable competitive advantage. The main significance suggests; the necessity to adopt the concept of lean marketing in the manufacturing facility to achieve sustainable competitive advantage.

Downloads

Download data is not yet available.

Author Biography

Shahla Salem Khalil, Northern Technical University Office, Mosul, Iraq.

lecturer in material management thechniques

Email

shahlaalbadee@ntu.edu.iq

Google Scholar

https://scholar.google.com/citations?hl=ar&user=y-H2QTAAAAAJ

Research Gate

https://www.researchgate.net/profile/Shahla_Alabadee

ORCID

https://orcid.org/0000-0002-8374-603X?lang=en

Researcher ID

http://www.researcherid.com/rid/G-5349-2019

Publons

https://publons.com/researcher/1736067/shahla-alabadee/

References

Bary L.Bay ,(2004) "Marketing Management "3rd Ed, printice Hall, London.

Heizer, J.; & Render, B. (2011). Operations management (10th Ed.). Pearson, New Jersey.

Al-Samman, Thaer Ahmad Saadoun, (2008), "Integration of Effective Manufacturing Strategies with Fine Manufacturing Methods and their Impact on Enhancing Operational Performance", applied Research in selected industrial organizations in the city of Mosul, unpublished doctoral dissertation in Business Administration, Mosul University, Administration and Economics, Mosul, Iraq.

Donald A. Kerper (2006) “ Lean improvement methodologies ”

Abdullah Alkhoraifa,, Hamad Rashidb, & Patrick McLaughlina (2018) Operations Research Perspectives , Published by Elsevier Ltd.

Farhana Ferdousi & Amir Ahmed, (2010) “A Manufacturing Strategy: An Overview of Related Concepts, Principles and Techniques”. Asian Journal of Business Management (2010 / 05 / 30) ， P35 - 40

Carrneli, A.; Gilat, G.; Weisberg, J. ( 2006 ) Perceived external prestige organizational identification & affective commitment; A Stakeholder approach) Corporate Reputation Review, Vol. 9 No.2 .

Hafeez, Khalid & Essmail, Essmail Ali, (2007), “Evaluating organisation core competences and associated personal competencies using analytical hierarchy process”, Management Research News, Vol. 30, No. 8: 530~547.

Russel, Roberta, S. & Taylor, Bernard, (2011) " Operations management", 9th Ed, prentice- hall, New Jersey.

Kak, A., & Sushil, H. (2002). Sustainable competitive advantage with core competencies: A review. Global Journal of flexible systems management,Vol 3(4), 23-38.

Anderson, P. & Markides. C. C., (2006). Strategic Innovation at the Base of the Economic Pyramid, London Business School, United Kingdom.

Sadeq, Durman Sulaiman, Daoud, Art Nazir, (2015) "Diagnosis of the reality of marketing and sales in the productive organizations" Case Research at Coca-Cola Company Ltd. - Arbil, Al-Ramah, Journal for Research and Studies in Economics and Administrative Sciences, Amman, Jordan, No. 15 .

Wu, Yun , Wang, Yichuan,( 2017 ) " Achieving Market Agility through Organizational Mindfulness towards IT Innovation and Information Processing Capacities" , Conference: 7th International Conference on Restructuring of the Global Economy (ROGE)At: University of Oxford, UK.

Sana Saeed Abdul Rahim, & Abdul Rida Nasser Bawi (2010), " The strategic role of social responsibility in the overall achievement of sustainable competitive advantage (case Research in the General Company for the manufacture of fertilizers South. Journal of Administration and Economics 2010, Volume , Issue 83, Pages 203-248.

(www.1000 inventures.com) .

Hamdy, Salem Hamed, Raouf, Raad Adnan, (2013) "The Dimensions of Lean Marketing and its Role in Enhancing Marketing Efficiency - A Case Research in Asiacell Telecom Company in Nineveh Province", Rafidain Development Journal, Issue 114, Volume 35.

( www.palgrave-gournals.con/dam ).

Michael J, Webb (2005) " Lean Marketing " journal of industrial marketing , vol .15 NO.3 September - October .

Gilles Lasnier (2007). Lean-Manufacturing (system de production a haute performance) dandles industries travaillant en just a temps avec flux regules par tak time (rythme de la conssomation de client). la revue des sciences de gestion, n 223 :99-107.

Emmanuelle, Delbaldo(2009). P-lean : 32 heures, c'est possible ! Paru en juillet. Etude (broché)c’est possible !. afnor. France- paris.

Stephany Higgins, (2011 ) " A guide to marketing agility " Adapting your marketing in response to changes in customer behaviour , April , London www.experian.co.uk/mis.,, https://silo.tips/.

Yaxi Zhou , (2019), Research on Lean Marketing Management of Mobile Games, Modern Economy 10(01):86-95; DOI: 10.4236/me.2019.101006.

Greg Cohen , (2011) , "Lean Product Management " Achieving Optimal Product‐Market Fit in Record Time with Fewer Resources Place of Publication: Silicon Valley, California, USA.

Manea , Delia , 2013, " Lean production – Concept and Benefits" , Review of General Management , Vol. 17, N. 1, P164-171.

Bontis . N , serenko. A , ( 2007 ) " investing the currevt state and impact of the intellectual capital academic displine , journal of intellectual capital " Vol.14 , Issue 4 , Dol :10.1108/ Jic-11-2012-0099.

Maskell, Brian H., (2010), Lean & Sales Marketing, 1ED..BMA Inc., Cherry Hill NJ.

Gupta, V.B , Rajesh . K , & Goel, V . K , ( 2015 ) , Lean Manufacturing’ A Review , International Journal of Science Technology & Management ISSN: 2321-774X Volume 3, Issue 2, July,www.avjournals.com.

Ali, Susan Abdul Ghani, (2016) "The Effect of Lean Manufacturing Principles in Enhancing the Competitive Advantage of the General Company for Drugs in Samarra/ Analytical Research, Al-Anbar Journal of Economic and Administrative Sciences Vol. (8) No.15.

Onwughalu, O.O., Okeke, K.E.,and Henry-Chibor, E., ( 2017 ) Lean production and its effect in organizations: A Research of selected manufacturing firms in Nigeria , Scholarly Journal of Science Research and Essay Vol. 6 (4), pp. 85-98, October 2017 SJSRE.

Mohamed, Mohamed Abdelkader, Omar, Mohamed Abdel ,Rahman, (2018) "Lean Manufacturing Requirements and Their Role in Achieving Strategic Success" , Tikrit Journal of Administration and Economics Sciences, 2018, Volume 14, Issue 44 part 2, pages 1-23.

Venkatesh, J. (2007). An Introduction to Total Productive Maintenance (TPM). (On-Line), http://www.plant-maintenance.com/articles/tpm_intro.shtml.

Wu, N. L.; & Parfenyuk, Y.; & Craig, A.S. & Craig, M.E. (2011). Guidelines for sustaining high level of success when implementing lean principles in businesses: Some successful case summaries. International Journal of Accounting Information Science & Leadership, 4(10), 67-85.

Mladen Radisic ,(2009),"Just-In-Time concept", Journal Retrieved May, Volume ,20.

Faber. John Cornelius Jacobus, (2009), " Evaluating the success of Total Productive Maintenance at Faurecia Interior Systems ",Submitted in partial fulfilment of the requirements for the degree of Masters in Business Administration At Nelson Mandela Metropolitan University (NMMU) Business School.

Ahmad Nasser Mohd rose , (2014) " Critical Success Factors for Implementing Lean Manufacturing in Malaysian Automotive Industry", September 2014 Research Journal of Applied Sciences, Engineering and Technology 8(10):1191-1200.

Goforth , Kelly ann , (2007 ), " adapting lean Manufacturing principles to the textile industry" , A thesis submitted to the Graduate Faculty of North Carolina State University in partial fulfillment of the requirements for the Degree of Master of Science , Raleigh, North Carolina.

Bhatt, G.; & Vadhvani, D. (2016). Lean principles potential measurement framework for service organization, International Journal of Lean Thinking, 7(1), 14-25.

Fitzgerald , Brian & Musiał , Mariusz & Jan Stol ,Klaas , (2014) , " Evidence-Based Decision Making in Lean Software Project Management "ICSE’14 , Hyderabad, India.

Mawish, Shaima Kamel, 2017, Rationalization of Costs using Technology Engineering in Agricultural Activities, PhD thesis submitted to the Board of the Higher Institute of Accounting, Baghdad, Iraq.

Hoffman P. Nicole, (2000), "An Examination of the Sustainable Competitive Advantage, Concept: Past, Present, and Future ,Academy of Marketing Science Review, Vol.2000, No.1. PP.

Ciobanu , George (2008) Competitive Advantage and Romanian Trade , Journal International Conference on Applied Econmics - ICOAE , Vol 10 : No12.

Krajewski, Lee J.,& Larry P. Ritzman, ( 2007 ) Operations Management: Processes and Value Chains, 8th ed., Perarson, Prentice-Hall, Inc., New Jersey.

Christine Oliver (1997).’ Sustainable competitive advantage: combining institutional and resource‐based views ‘, Strategic Management Journal Volume18, Issue9 .October 1997 ,Pages 697-713.

Daft, R. (2010). New Era of Management. 9th ed. Austria: South Western Cengage learning. Austria.

Abu Tabbikh, Laith Shaker Mohsen, (2012) "The Role of Total Quality Management in Achieving Competitive Competitive Advantage / Exploratory Research in the Iraqi General Insurance Company," presented to the Board of the Higher Institute for Accounting and Financial Studies at the University of Baghdad.

Al-Atbi, Tagei Zaidan M. Nasir (2013) "Achieving Competitive Advantage by Comparing Critical Success Factors and Strategic Options - A Survey Research at Al Mutasim General Contracting Company, Master Thesis, Faculty of Management and Economics, Baghdad University.

Jumaili, Ahmed M. Jassim (2014), "The Role of Strategic Analysis in Achieving Competitive Advantage: Analytical Survey Research in the National Insurance Company", presented to the Board of the Higher Institute for Accounting and Financial Studies. Master's Degree in Insurance, University of Baghdad.

Al-Anzi, Saad Ali, (2015), Elements of Power in Leadership (Human Resource Management-Strategic Management), 1st. Ed, Adnan Library, Baghdad.

Al- Safar, Ali Aqil, (2018) "The Effect of Factors of Developing Administrative Creativity in Achieving the Sustainable Competitive Advantage of Tourism Organizations - An Empirical Research of a Sample of First Class Hotels in Baghdad City, Master Thesis, Faculty of Tourism Sciences, Mustansiriya University, Baghdad.

Mansour, Mohamed Fleih Hassan, (2018) "The Impact of the Position of the Organization in Achieving Competitive Advantage - An Analytical Research of the Opinions of a Sample of Employees of the General Company for Textile and Leather Industries / Baghdad, Master Thesis, Faculty of Management and Economics, Baghdad University.

Lynch, Richard,( 2003) "Corporate Strategy", 3rd Ed., Prentic-Hall, Inc., U.S.A.

Hill, Charles & Jones, Gareth, (2001), "Strategic Management Theory", Houghton Miffin Company, Boston.

Evans , J.R., (1993) '' Applied production and operations management '',5th ed., west Pub . co. New York, N.Y.

Al-Mutayri, Faisal Ghazi, (2012) "The Effect of Creative Direction on Achieving Competitive Advantage, Master of Business Administration, Middle East University.

Al-Da'mi, Alaa Farhan Taleb, Mohsen, Laith Shaker, (2012) "The Role of Total Quality Management in Achieving Competitive Competitive Advantage", Exploratory Research in the Iraqi Public Insurance Company, Journal of Accounting and Financial Studies.

Al-Abadi, Sanaa Abdul-Rahim Saeed, Al-Atbi, Tagi Zaidan Muhammad Nasser, (2014) " The Effect of Forest Success Factors in Achieving Sustainable Competitive Advantage " A Field Research of the Opinions of a Sample of Directors in Al Mutism General Contracting Company, Journal of Economic and Administrative Sciences Volume 20 Issue 80 , Iraq.

Al-Saffar, Ahmed Abdel-Ismail, Maan, Hamed Khazim, (2015) "Adopting the broad entrances to the achievement of competitive advantage" An analytical Research in Wasit General Company for Textile Industries, Al-Kout Journal of Economic and Administrative Sciences, Faculty of Management and Economics.

Al-Tai, Ahmad Hadi Taleb, (2016) "The Role of Adopting Pioneering Strategies and their Impact on Achieving Competitive Competitive Advantage." A Survey Study on the Baghdad Company for Soft Drinks Joint Contribution, Journal of the Faculty of Administration and Economics for Economic, Administrative and Financial Studies, Volume 8.

Saleh, Majid Mohammed, (2017) "Elements of continuous improvement and its role in achieving sustainable competitive advantage Analytical study at (Carrefour), University of Tikrit-Faculty of Management and Economics/ Tikrit Journal of Administrative and Economic Sciences / Volume (2) Issue - 38.

Robbins Stephen P,(2003),"Organizational behavior",10th ed ,Prentice-Hall, person education international, Upper Saddle River , NewJersey.

Bearden, William G. (2007) "Marketing : Principles and Perspectives" 5th Ed., McGraw-Hill Irwin, New York, USA.

Millmore, Mike (2007) " Strategic Human Resource Management :Contemporary Issues"1st Ed., Prentice Hall Financial Times, England .

Mohsen, Abdul Karim, Al- Najjar, Sabah Majeed, (2004) "Production and Operations Management, First Edition.

Najem Aboud Najm (2008), Business Ethics and Business Responsibility, Al-Warraq Publishing and Distribution, Amman-Jordan.

Evans, J. R.,(1997) "management production operations Quality performance and value) 5thed, New York, west publishing Co.

Aman .Jindal.(2013) “Management Information system” Kalyani Publishers,. USP/Laxmi Publications (P) Ltd., New Delhi .

Pavlou. Paul A, (2011), " IT-Enabled Competitive Advantage: The Strategic Role of IT on Dynamic Capabilities in Collaborative Product Development Partnerships Dissertation Summary, Marshall School of Business University of Southern California.

David L. Hunger,by Thomas L. Wheelen,(2009),’Strategic Management & Business Policy: Achieving Sustainability”,12th Ed, Prentice Hall.

William Nickels , James McHugh ,Susan McHugh (2015), ‘Understanding Business’ 11th Ed, McGraw-Hill Education.

Roy Dewell (2007). ‘The dawn of Lean marketing’, Journal of Digital Asset Management, Vol. 3, 1 23–28. www.palgrave-journals.com/dam.

Mukesh Srivastava, Andy Franklin, & Louis Martinette ,( 2013),’ Building a Sustainable Competitive Advantage”, Journal of Technology Management & Innovation, J. Technol. Manag. Innov. 2012, Volume 8, Issue 2.