Publication Details
Abstract
The current research aims to explore the role of entrepreneurial social identity with its dimensions (Darwinian identity, communal identity, missionary identity) in value Creation strategies as a driving force for creating sustainable value with dimensions (exploration, investment, adaptation) among a sample of sales representatives from mobile phone companies (Samsung, Apple, Huawei, Xiaomi, Oppo, Vivo, Nokia, Sony, Lenovo, Realme) in Al-Diwaniyah. Thus, the research presents an important issue, which is (how to develop value Creation strategies as a driving force for creating sustainable value based on entrepreneurial social identity?). To address this issue, the research relied on a questionnaire tool to determine the level of research variables by collecting the necessary data on these variables, and thus (150) questionnaires were distributed, And retrieved from them (131) questionnaire, by (17) questionnaire damaged, which means that (114) valid for analysis, and in order to provide the best results were adopted two programmes are (SPSS & AMOS. V.29), on the basis of which the tests adopted in the practical side of the research were analysed and interpreted, and accordingly, the research came out with several results, the most important of which is the existence of a correlation and moral impact between the entrepreneurial social identity and value creation strategies as a driving force to create sustainable value, which means that understanding customer requirements and expectations contributes to building innovative solutions commensurate with their requirements. The research also made several recommendations, the most important of which is that mobile phone companies should encourage sales representatives to community initiatives that support the entrepreneurial social identity in order to ensure the construction of value creation strategies to create sustainable value, and this requires the use of modern technologies in raising the efficiency of sales processes and enhancing interaction with customers.