Testing the Relationship Between Strategic Investment Decisions and Sustainable Marketing Strategy the Mediating Role of Financial Innovation- A Survey Study of the Opinions of a Sample of Employees in Private Commercial Banks

Abstract

Purpose of the research:

  The aim Hence the basic analysis process in this paper. relationship between , research variables represented. The main focus here is on finding the relationship between the independent variable and the dependent variable. by strategic investment decisions and Marketing Sustainability through financial innovation. The research community included a sample of financial institutions (private commercial banks in the Middle Euphrates region) Placed on the Iraqi Stock Exchange platform. Yes, in the current period, Iraqi banks have faced many security, economic and political problems for more than three decades until now, which were reflected in the banking growth and development resulting from international and regional factors, some of which are internal. The research focused on investment decisions and how to enhance Marketing Sustainability through the essential impact of the financial innovation variable. The research seeks For identification marketing Impact aspects banking business in Iraqi banking Strip. main direction of the research is through In the aspects affecting Iraq's exports as a result of various marketing factors banking business. statistical Analysis has been done Primary use dimensions, of strategic investment decisions with its dimensions (rational procedures, strategy formulation, political behavior), Marketing Sustainability with its dimensions (green marketing, social marketing, cash or critical marketing), and the financial innovation variable with its dimensions (financing innovations, risk management innovations, liquidity innovations).

Basic research design :

The research was designed based on the descriptive-analytical approach, focusing on several variables specific to the study.  data were collected during a The sample that was tested for individuals through the forms of Iraqi private banks in the country of the research sample. And by relying on statistical analysis programs to reach the results using the program (Microsoft Excel) and the program SMART PLS,24)), and the aim of the research was a sample of community members with experience and who are related to strategic investment decisions, as the research sample amounted to (150) respondents from private Listed in the Iraq Stock Exchange various banks.

Results:

 in findings of the research indicate that Marketing Sustainability carries within it a number of real dimensions that must be taken into account when making and taking strategic investment decisions, which may be positively reflected in achieving value for financial institutions in sustainability, continuity and growth in light of financial innovations. This paper explains the challenges and risks facing these institutions when making their Investment strategy and decisions.

Contribution/Value:

The research aims to uncover the relationship between the research variables represented by strategic investment decisions, Marketing Sustainability and financial innovation, and to identify the reality of how to enhance the growth and sustainability of financial institutions, the research sample, through critical success factors for Marketing Sustainability to advance the reality of this vital sector.