Publication Details
Abstract
The research aimed to reveal the role of strategic readiness in adopting entrepreneurial marketing behaviors. Baghdad Soft Drinks Company in Baghdad Governorate was chosen as a community to apply the research, where a hypothetical plan was designed that takes into account the direction of the relationship between the two variables. In order to achieve the research goal and answer the questions contained therein, the descriptive analytical approach was followed, as the information was obtained through enlightenment of the questionnaire that was prepared for this purpose, where the opinions of (151) employees and managers of the company, the research sample, were surveyed, and some statistical methods were used to analyze the results and test the hypotheses, which were represented by:( Spss,v.24, Microsoft Excel,2010, Amos.v24)The most important conclusions were that the company showed interest in strategic readiness. And the contents of entrepreneurial marketing behaviors, and the research recommended the research sample company should pay greater attention to managing marketing operations using modern and distinctive methods and generating ideas in the process of exploiting current sustainable opportunities, with the aim of attracting many current and potential customers.