Search Results for innovativeness
Abstract
The aim of this paper is to determine the impact of the entrepreneurial orientation through five dimensions: innovativeness, proactiveness, risk-taking, competitive aggressiveness, and autonomy - on the marketing capabilities that include: pricing, product development, channel management, marketing communication, selling, market information management, marketing planning, and marketing implementation. The research was conducted in (23) Iraqi travel and tourism companies. Analytical descriptive research method. The questionnaire is the tool used to collect research data. Statistical programs (SPSS V.23 and AMOS V.23) were used to analyze the data. The study sample was randomly selected and consisted of (78) individuals from these companies. The research found a strong positive effect of the entrepreneurial orientation on the marketing capabilities, and that the greatest effect of the entrepreneurial orientation was on the pricing ability, and the least effect of the entrepreneurial orientation was on the ability of marketing communication. The research highlights on the level of variables and the nature of the relationships between them in the tourism sector in the Iraq.
Abstract
This study aims to examine the impact of auditors’ digital readiness on smart auditing practices within the Iraqi General Customs Authority in light of the ongoing digital transformation requirements in the public sector. A quantitative approach was employed using a cross-sectional research design. Data were collected from 132 employees, of which 121 valid questionnaires were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS v4. The findings reveal a significant positive effect of auditors’ digital readiness on smart auditing (β = 0.742, p < 0.001), with an explanatory power of (R² = 0.551). The results further indicate that digital innovativeness and digital optimism represent the strongest positive predictors of smart auditing practices, whereas technology discomfort and digital insecurity exert significant negative effects. The study concludes that strengthening auditors’ digital and behavioral competencies constitutes a fundamental pillar for the successful implementation of smart auditing. Accordingly, it recommends the adoption of specialized training programs and sustained organizational support to enhance digital readiness within supervisory and regulatory institutions.