The Role of Marketing Knowledge in in Promoting Sustainable Operations Management: An Analytical Study in Sulaimaniyah Dairy and Food Products Company

Abstract

This research aims to study the role of marketing knowledge in managing sustainable operations within Sulaimaniya Dairy and Food Products Company. It reflects the role of knowledge in improving production and operational processes through data analysis and understanding consumer preferences and market trends. Th research problem arises in answering the question to what extent marketing knowledge contributes to improving sustainable operations management within Sulaimaniya Dairy and Food Products Company. Sulaimaniya Dairy and Food Products Company was chosen as a site for applying the research and a purposive sample consisting of (84) employees at different administrative levels working in the marketing and production departments was chosen. The current research relied on the descriptive analytical approach in preparing the research and used the SPSS V.26 program in analyzing the data. The research results show that marketing knowledge constitutes a vital strategic tool in supporting the sustainability of operations, by providing institutions with the necessary information to make strategic decisions aimed at reducing the environmental impact and achieving high operational efficiency. Many challenges facing institutions in applying marketing knowledge in sustainability strategies were also identified, such as lack of accurate data and poor coordination between different departments. This research recommends investing in advanced analytics tools and techniques (such as artificial intelligence and big data analytics) to understand consumer needs to better generate marketing knowledge and guide sustainability strategies based on this information. This helps improve decision-making related to sustainable products, services and operations.