Publication Details
Abstract
The project is to investigate the mediating function of strategic consensus in enhancing the link between the role of Marketing piracy and obtaining Marketing Victory at several commercial banks in Baghdad, the research location. The key topic of the research reflects the intellectual challenge: Does the adoption of marketing piracy in the commercial banks being investigated help achieve marketing victory by means of the mediator function of strategic consensus? Using a questionnaire developed for this aim, the research was conducted at several commercial banks in Baghdad on a random sample of (156) managers from all organizational levels out of (198) managers of the whole study community. Using SPSS V.28, AMOS 26, structural equation modeling, and route analysis were among the many statistical techniques used to examine the data. Apart from the existence of an indirect and significant influence of strategic consensus on the relationship between adopting Marketing piracy and attaining marketing victory, the researchers came to a set of conclusions, the most important of which is the existence of a positive and significant direct effect relationship between the research variables. Based on the results, the researchers developed several recommendations, the most crucial of which is the need for commercial banks in Baghdad to adopt smart and creative marketing strategies, concentrating on competitor analysis, using market gaps, strategic cooperation, viral marketing, and providing innovative pricing offers. By defining a clear vision, encouraging effective communication, involving staff members in decision-making, offering continuous training and development, building a strong performance evaluation system, and combining marketing techniques with the strategic objectives of the bank, they also need to help improve strategic alignment inside banks.