The Role of Supportive Leadership in Innovative Marketing Performance: Marketing Proactive Behaviour as a Mediator
DOI:
https://doi.org/10.5281/zenodo.17317611Keywords:
Marketing Proactive Behaviour, Supportive Leadership, Innovative Marketing Performance, Al Kafeel Group.Abstract
This study examines the mediating role of Marketing Proactive behaviour in the relationship between Innovative Marketing Performance and supportive leadership. The study is a descriptive survey based on structural equations, focusing on the Al Kafeel Group for Public Investments, which comprises nine enterprises across various industrial sectors in the Middle Euphrates area of Iraq. They were under investigation and numbered 320. Using Cochran's formula, the sample size consisted of 195 persons; simple random sampling was employed to select the sample members. The findings revealed that proactive marketing behaviour is influenced by supportive leadership. Innovative marketing performance is influenced by supportive leadership. Innovative Marketing Performance is significantly impacted by proactive marketing behaviour, which mediates the link between supportive leadership and this performance.
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Copyright (c) 2025 Layla Mohsen Hassan Al-Hakeem, Amjad H. Ismail, Mohammed Awad Jarallah, Ahmed Muhammadridha Abdulrasool, Ahmed Abdullah Amanah
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