دور تسويق العالقات في تحقيق ريادة االعمال االستراتيجية: بحث استطالعي آلراء عينة في شركة ناشيونال لألصباغ المحدودة

Abstract

The aim of the research is to determine the nature of the role of
relationship marketing in achieving strategic entrepreneurship, and the
research problem indicated that there is a shortcoming in employing the
dimensions of relationship marketing in achieving strategic
entrepreneurship in the National Paints Company Ltd. Consisting of (87)
workers, technicians and administrators in the above-mentioned company,
while the questionnaire was adopted as a tool for obtaining data for
research, which was prepared based on some ready-made standards, and
the ready-made statistical program (SPSS v22) was used to enter and
analyze the search data, and (AMOS V.23) to determine the paths of
regression of the relationship between the dimensions of the study, which
resulted in a number of results, most of which confirmed the existence of
a correlation relationship and a significant effect of marketing
relationships in achieving entrepreneurship. Determining the most
important areas that characterize it in the field of relationship marketing
and that it can employ to achieve entrepreneurship at the internal and
external levels of the company.