The impact of modern approaches to organizational change on the marketing function in the economic enterprise, a socioeconomic study

Abstract

Proceeding from the challenges and changes the world is experiencing in all fields: political, cultural, social, and economic, and the liberalization of international trade, the formation of economic blocs, the emergence of multinational companies, international competition, and others. Change is a phenomenon inherent to human existence, so we always need changes to keep pace with the requirements of this era. Contemporary economic institutions are not immune from these changes, as they operate in a constantly changing environment, and change surrounds them from every side. Externally, organizations had to reconsider the nature of their outputs and pay more attention to their customers through the development of modern approaches to the marketing function that would contribute to achieving competitive advantage. The balance between the requirements of the global market on the one hand, and customer satisfaction on the other hand, including the organization's acquisition of added value, which remains one of the bets of organizational change.