The Impact of Transformational Leadership Practices in Sustainable Marketing (Applied Research in the General Company for Dairy Products)

Abstract

This research is an intellectual and applied journey in identifying the extent of the impact of transformational leadership in sustainable marketing within the General Company for Dairy Products in Baghdad. It also aims to measure and test the relationships and influence between transformational leadership and sustainable marketing. The research community was the employees of the General Company for Dairy Products, represented by the employees of (175) individuals distributed at the upper, middle and lower levels, the distributed questionnaires were relied on as a main tool for collecting data and information through their viewpoint on transformational leadership and the extent of its impact on sustainable marketing in the organization. The researcher relied on the dimensions (ideal influence, inspirational motivation, intellectual arousal, individual considerations) of the independent variable, while the dependent variable relied on the dimensions (environmental dimension, economic dimension, social dimension). The statistical analysis of the collected data was carried out using the SPSSv.24 program, and the results showed a significant and positive impact relationship for transformational leadership in sustainable marketing. The researcher reached a set of conclusions, the most important of which is that transformational leadership works to create a sense of creativity and responsibility among individual subordinates by granting them more powers and responsibility centers and their participation in decision-making processes. The researcher recommends that the company under study works to enhance its focus on achieving sustainable marketing in order to confront all external competitive initiatives aimed at reducing its role in the market.