The Effect of Proactive Marketing in Achieving Strategic Balance: An Exploratory Study of the Opinions of A Sample of Workers in Kiosks Selling Electronic Devices in Baghdad Governorate

This research aims to identify the impact of proactive marketing, as an independent variable through its dimensions (creative ability, flexibility, searching for new opportunities, taking risks), on achieving strategic balance, as a dependent variable with its dimensions (capabilities, opportunities, internal environment, goals). Workers in kiosks selling electronic devices were chosen as a field for applying the practical side of the research, and the research problem was identified through the main question: how does proactive marketing affect achieving strategic balance? To reach the answer, the research included a set of sub-questions to achieve the research objectives. To achieve those objectives, the researcher relied on a body of literature and scientific sources to determine the dimensions of the research variables and formulate their hypotheses. As for the field aspect, the researcher used a descriptive-analytical method to describe the research variables and analyze their hypotheses using the Statistical Package for the Social Sciences (SPSS) v. The study involved selling electronic devices in Baghdad Governorate, which numbered (130) workers. The number of questionnaires distributed was (103). (100) questionnaires were retrieved. (99) questionnaires were valid for statistical analysis, representing the research sample. The research reached a set of conclusions, the most important of which is that investing in proactive thinking is the primary driver of stable financial and operational performance, thereby ensuring a sustainable competitive advantage for electronic kiosks.