The validity of the balanced scorecard in evaluating marketing management in field business organizations for service and production business organizations in Libya
Keywords:
Balanced Scorecard, Marketing Management, Business Organizations, Strategic ManagementAbstract
This study evaluates the suitability of the Balanced Scorecard (BSC) for marketing management within Libyan commercial enterprises and assesses its relevance to the current economic landscape. It examines the BSC's role in enhancing organizational planning and its integration with marketing, strategic management, and market research. Furthermore, the study explores the BSC as a strategic tool for organizations aiming to achieve their long-term objectives, with a specific focus on marketing departments in large corporations.
Adopting an inductive modeling approach, data was collected through a 40-item questionnaire distributed to marketing departments in both the service and manufacturing sectors in Libya. The study targeted a broad cross-section of these institutions to ensure a representative sample. A total of 403 valid responses were obtained and used for subsequent statistical analysis.
The study reached the following conclusions:
1. It established criteria for optimizing the objectives of marketing departments in research-based enterprises. A primary focus was placed on results-oriented management, emphasizing quantifiable marketing outcomes as a key indicator of departmental necessity.
2. The findings highlight the importance of clearly defining marketing roles and market positioning, which ultimately leads to superior marketing standards and a consistent brand image for products and services.
Based on these findings, the study recommends:
1. Establishing robust communication channels to gauge customer purchasing intentions, as many departments currently prioritize products over customer-centric services.
2. Precisely defining outputs based on production requirements and identifying specific target audiences.
3. Guiding marketing departments to identify opportunities within various market segments and tailoring strategies to meet the specific needs of each segment to maximize customer satisfaction.
References
أولاً: المراجع باللغة العربية
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