The supply chain began to achieve marketing continuity: An analytical study in the General Company for Textile and Leather Industries

• Dalal Qasim Abdulhussein

  Author

This research looks at the relationship between marketing excellence and sustainable supply chain practices at the General Company for Textile and Leather Industries in Iraq. A structured questionnaire was given to a purposive sample of 64 managers and supervisors using a descriptive, cross-sectional methodology. While marketing excellence was evaluated by service quality, customer retention, marketing innovation, and distinctive capabilities, sustainable supply chain management was evaluated through supplier-related, internal operational, and sustainable logistics and support activities. Multiple regression and descriptive statistics were used in SPSS 28 to examine the data. High adoption levels for marketing excellence and sustainable supply chain strategies were noted by respondents. 48% of the variance in service quality, 41% in customer retention, 37% in marketing innovation, and 55% in distinctive capabilities were explained by the statistically significant regression models. Internal operations were most strongly correlated with customer retention and marketing innovation, whereas supplier-related activities were most strongly correlated with service quality and distinctive capabilities. Although the cross-sectional, single-organization methodology does not prove causation, the results imply that integrated sustainability initiatives could promote marketing excellence. Stronger supplier assessment, more cleaner production methods, and methodical client involvement are all suggested by the research.

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Copyright (c) 2026 دكتورة دلال السعيدي, Sadia Awid Awn (Author)

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This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Authors retain the copyright and full publishing rights without restrictions.