دور القيادة الريادية في مواجهة الازمات التسويقية دراسة استطلاعية من وجهة نظر الإداريين في عدد من شركات الاتصالات في محافظة دهوك

Abstract

This research aims to shed light on the importance of entrepreneurial leadership in facing marketing crises, through an applied study based on the opinions and viewpoints of administrators in a number of telecommunications companies in Duhok Governorate. Marketing crises are an important challenge facing the commercial sector at the present time, and they require effective leadership strategies to overcome them and succeed in facing them.

Data was collected by distributing a questionnaire to a number of administrators in telecommunications companies, whereby statistical analysis techniques were used to analyze the data and extract the desired results and main ideas related to entrepreneurial leadership and its role in facing marketing crises.

The results of the study showed the importance of entrepreneurial leadership in facing marketing crises. The administrators have adopted innovative leadership styles and driven the application of innovation and change to adapt to the changing challenges in the telecom market. This was achieved by promoting innovation in marketing operations, and encouraging employees to develop new ideas and innovative marketing strategies. The importance of building trust and promoting positive relations between the leadership team and employees was also identified, as this led to raising team morale and increasing interaction and cooperation in facing marketing crises. It has also been proven that entrepreneurial leaders enhance employee capabilities and encourage continuous learning, which contributes to strengthening the organization's ability to face marketing crises and achieve sustainable success.

Based on these results, the researchers suggest that entrepreneurial leadership should have a central role in developing strategies for facing marketing crises. Leaders must pay great attention to developing and enhancing entrepreneurial leadership skills and fostering a culture of innovation and excellence in the organization.