The Impact of Human Capital on Sustainable Marketing: An Analytical Study of the Opinions of a Sample of Employees of the General Company for Electrical and Electronic Industries1

Abstract

The current research aims to know the impact of human capital in the process of sustainable marketing, and sustainable marketing was chosen for the novelty of this concept and to keep pace with developments taking place in the world, and the dimensions of human capital were adopted, which are (knowledge, skills, capabilities, experiences), while sustainable marketing the following dimensions were adopted (the economic dimension, the social dimension, the environmental dimension), and the General Company for Electrical and Electronic Industries was chosen to conduct the research in it, where the questionnaires were distributed to a random sample that included managers and workers alike, and the number of the sample was (90) individuals from the company's employees, and the methods were relied upon The statistical analysis of the questionnaire data, including the (SPSS V.23, AMOS V.23) program. One of the most important conclusions reached by the research is that the company relied on the knowledge dimension because it has a great impact on human life, because without knowledge, the current technological development would not have been reached. Human capital is one of the most important sources of wealth for any company, as they are the ones who possess the knowledge necessary to develop companies. We conclude through the statistical analysis of the sustainable marketing variable that there is a high perception of The surveyed individuals who work in the company under study accepted the dimensions of this variable, and the economic dimension came in the first place