Abstract

The aim of the research is to determine the nature of the role of relationship marketing in achieving strategic entrepreneurship, and the research problem indicated that there is a shortcoming in employing the dimensions of relationship marketing in achieving strategic entrepreneurship in the National Paints Company Ltd. Consisting of (87) workers, technicians and administrators in the above-mentioned company, while the questionnaire was adopted as a tool for obtaining data for research, which was prepared based on some ready-made standards, and the ready-made statistical program (SPSS v22) was used to enter and analyze the search data, and (AMOS V.23) to determine the paths of regression of the relationship between the dimensions of the study, which resulted in a number of results, most of which confirmed the existence of a correlation relationship and a significant effect of marketing relationships in achieving entrepreneurship. Determining the most important areas that characterize it in the field of relationship marketing and that it can employ to achieve entrepreneurship at the internal and external levels of the company.

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The article was added to IASJ on 2022-08-29

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