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2021

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Articles 91 - 120 of 301

Full-Text Articles in Operations and Supply Chain Management

Turning The Tables In Research And Development Licensing Contracts, Niyazi Taneri, Pascale Crama Sep 2021

Turning The Tables In Research And Development Licensing Contracts, Niyazi Taneri, Pascale Crama

Research Collection Lee Kong Chian School Of Business

Research and development (R&D) collaborations between an innovator and her partner are often undertaken when neither party can bring the product to market individually, which precludes value creation without a joint effort. Yet, the uncertain nature of R&D complicates the monitoring of effort, and the resulting moral hazard reduces a collaboration’s value. Either party can avoid this outcome by acquiring the capability that is missing and then taking sole ownership of the project. That approach involves two types of risks: one related to whether the other party’s capability will be acquired and one related to how well it will be …


Personality Pathology And The Dark Side Of Buyer–Supplier Relationships, Simon Croom, Katarina Fritzon, Nathan Brooks Sep 2021

Personality Pathology And The Dark Side Of Buyer–Supplier Relationships, Simon Croom, Katarina Fritzon, Nathan Brooks

School of Business: Faculty Scholarship

differences amongst the parties to any relationship, thereby ignoring the complex dynamics of human interaction and behaviors on the progress and performance in such relationships. This Notes & Debates paper takes the view that personality matters, particularly toxic personality traits, and argues that for purchasing & supply researchers a cross-disciplinary approach to the study of BSRs will advance our understanding. Our study brought together psychology and supply management researchers. We begin by arguing that much of the extant literature demotes behavior and personality to peripheral, exogenous, or even irrelevant to the study of BSRs. Second, by focusing on the emergent …


We Are On The Way: Analysis Of On-Demand Ride-Hailing Systems, Guiyun Feng, Guangwen Kong, Zizhuo Wang Sep 2021

We Are On The Way: Analysis Of On-Demand Ride-Hailing Systems, Guiyun Feng, Guangwen Kong, Zizhuo Wang

Research Collection Lee Kong Chian School Of Business

Problem definition: Recently, there has been a rapid rise of on-demand ride-hailing platforms, such as Uber and Didi, which allow passengers with smartphones to submit trip requests and match them to drivers based on their locations and drivers’ availability. This increased demand has raised questions about how such a new matching mechanism will affect the efficiency of the transportation system—in particular, whether it will help reduce passengers’ average waiting time compared with traditional street-hailing systems. Academic/practical relevance: The on-demand ride-hailing problem has gained much academic interest recently. The results we find in the ride-hailing system have a significant …


B Corps’ Social Media Communications During The Covid-19 Pandemic: Through The Lens Of The Triple Bottom Line, Manveer Mann, Sang-Eun Byun, Whitney Ginder Aug 2021

B Corps’ Social Media Communications During The Covid-19 Pandemic: Through The Lens Of The Triple Bottom Line, Manveer Mann, Sang-Eun Byun, Whitney Ginder

Department of Marketing Faculty Scholarship and Creative Works

The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) …


Research On Optimization Of A Company's Agricultural Products Cold Chain Logistics System, Shizhe Qiao Aug 2021

Research On Optimization Of A Company's Agricultural Products Cold Chain Logistics System, Shizhe Qiao

World Maritime University Dissertations

No abstract provided.


Forecasting The Recovery Of The International Container Shipping Market In The Presence Of Covid-19, Tengrongre Wang Aug 2021

Forecasting The Recovery Of The International Container Shipping Market In The Presence Of Covid-19, Tengrongre Wang

World Maritime University Dissertations

No abstract provided.


Study On Amalgamation Of The Logistics Industry And Manufacturing Industry — Shanghai’S Case Study, Haole Zheng Aug 2021

Study On Amalgamation Of The Logistics Industry And Manufacturing Industry — Shanghai’S Case Study, Haole Zheng

World Maritime University Dissertations

No abstract provided.


Analysis Of Covid-19'S Influence On International Logistics Enterprises And Its Countermeasures A Case Study Of Dgf, Zhoutao Ruan Aug 2021

Analysis Of Covid-19'S Influence On International Logistics Enterprises And Its Countermeasures A Case Study Of Dgf, Zhoutao Ruan

World Maritime University Dissertations

No abstract provided.


Syllabus For Diversity In A Global Environment, Eileen Kwesiga Phd Aug 2021

Syllabus For Diversity In A Global Environment, Eileen Kwesiga Phd

Resources

This class will introduce students to theoretical and practical ideas about diversity in organizations, increase understanding of the concept of diversity in organizations, reduce discrimination, and increase fairness and equality to employees, applicants, and customers. In this current work environment, cultivating an understanding of social justice and managing people for sustainability is imperative. It will improve students’ ability to understand and address diversity as a manager and employee with the intention of building new frameworks for people oriented responsible management. By taking this course you are joining many others in the world who endeavor to change our immediate surroundings …


Investment Behavior During Covid Pandemic: An Evidence From Emerging Asian Markets, Sana Tauseef Aug 2021

Investment Behavior During Covid Pandemic: An Evidence From Emerging Asian Markets, Sana Tauseef

Business Review

This study investigates the investor behavior in Asian emerging markets during the COVID pandemic period and assesses the asymmetric patterns and the influence of global and regional return dynamics on local investor behavior. It uses daily firm-level data from January 2001 to December 2020 for nine Asian emerging countries: China, India, Indonesia, Korea, Malaysia, Pakistan, Philippines, Taiwan and Thailand to estimate the impact of extreme price movements, market liquidity and US and Chinese market returns on local return dispersions using a non-linear specification. The findings indicate that rational price behavior prevailed in all markets over the COVID period. Though herding …


Findings Report: Virtual Workshop On ‘Resilient Supply Of Critical Minerals’, Marek Locmelis, Angela D. Lueking, Michael S. Moats, Kwame Awuah-Offei, Lana Z. Alagha, Mark W. Fitch, Alanna Krolikowski, Shelby Clark Aug 2021

Findings Report: Virtual Workshop On ‘Resilient Supply Of Critical Minerals’, Marek Locmelis, Angela D. Lueking, Michael S. Moats, Kwame Awuah-Offei, Lana Z. Alagha, Mark W. Fitch, Alanna Krolikowski, Shelby Clark

Geosciences and Geological and Petroleum Engineering Faculty Research & Creative Works

Executive Summary
On August 2-3, 2021, the Thomas J. O’Keefe Institute for Sustainable Supply of Strategic Minerals at Missouri University of Science and Technology (Missouri S&T) hosted the NSF-funded virtual workshop ‘Resilient Supply of Critical Minerals’. The workshop was convened via Zoom and attracted 158 registrants, including 108 registrants from academia (61 students), 30 registrants from government agencies, and 20 registrants from the private sector. Four topical sessions were covered:

A. Mineral Exploration and Source Diversification.
B. Supply Chain and Policy Issues.
C. Improving Mineral Recycling and Reprocessing Technologies.
D. Technological Alternatives to Critical Minerals.

Each topical session was composed …


Building A Courier Service Company With It, Singapore Management University Aug 2021

Building A Courier Service Company With It, Singapore Management University

Perspectives@SMU

XDel Singapore spent on sophisticated technology even while it was small. Its growth post-investment looks like money well-spent


Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon Jul 2021

Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon

Articles

Purpose: Underpinned by the consumer-based model of authenticity (CBA), this study investigated whether leisure involvement, object-based and existential authenticity, host sincerity, and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site. Methodology: Quantitative data were gathered from living history site visitors (n=1004), with partial least squares structural equation modelling used to test the hypothesized relationships. Findings: The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity, and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of positive memorable experience, contingent on CBA …


Contingency Planning Amidst A Pandemic, Natalie C. Belford Jul 2021

Contingency Planning Amidst A Pandemic, Natalie C. Belford

Journal of Cybersecurity Education, Research and Practice

Proper prior planning prevents pitifully poor performance: The purpose of this research is to address mitigation approaches - disaster recovery, contingency planning, and business continuity planning - and their benefits as they relate to university operations during a worldwide pandemic predicated by the novel coronavirus (COVID-19). The most relevant approach pertaining to the University’s needs and its response to the coronavirus pandemic will be determined and evaluated in detail.


An Empirical Analysis Of Factors Affecting Autonomous Truck Adoption, Christopher Mondy Jul 2021

An Empirical Analysis Of Factors Affecting Autonomous Truck Adoption, Christopher Mondy

Dissertations

Autonomous vehicles have the potential to revolutionize the transportation industry. The segment of truck transportation is no exception. Autonomous vehicles have the potential to improve trucking safety, to increase shipping velocity, and to decrease costs. Additionally, autonomous trucks could be an important tool to help alleviate the ongoing driver shortage that the trucking industry is contending with.

Autonomous truck adoption is not guaranteed. Transportation equipment decisions are market-based, and autonomous trucks must present a compelling business case to transportation professionals. As such, it is imperative to understand the decision-making factors that drive transportation solution adoption, and how autonomous trucks could …


A Dea Approach Towards To The Evaluation Of Iot Applications In Intelligent Ports, Guo-Ya Gan, Hsuan-Shih Lee, Jia-Yi Liu Jul 2021

A Dea Approach Towards To The Evaluation Of Iot Applications In Intelligent Ports, Guo-Ya Gan, Hsuan-Shih Lee, Jia-Yi Liu

Journal of Marine Science and Technology–Taiwan

No abstract provided.


A Meta-Analytic Structural Equation Model For Understanding Social Commerce Adoption, Anand Jeyaraj, Yogesh K. Dwivedi, Elvira Ismagilova, Prianka Sarker, Yassine Jadil, Laurie Hughes Jul 2021

A Meta-Analytic Structural Equation Model For Understanding Social Commerce Adoption, Anand Jeyaraj, Yogesh K. Dwivedi, Elvira Ismagilova, Prianka Sarker, Yassine Jadil, Laurie Hughes

Management Information Systems Faculty Publications

Social commerce (s-commerce) has gained prominence with advances in social media and social networking technologies over the last decade. Prior research has employed diverse theoretical perspectives to understand and explain consumer behavior within s-commerce but has also produced inconsistent results. This study integrates different theoretical perspectives including trust, social support, and social presence. The research portrays an integrated research model involving factors that impact behavioral intention and use behavior of s-commerce consumers whilst synthesizing prior empirical findings. A meta-analytic structural equation modeling (MASEM) method was used to synthesize 189 findings reported in 68 s-commerce studies and to analyze the structural …


Mapping Research On Halal Logistics Using Vosviewer, Aam Slamet Rusydiana, Sri Rahardjo, Wahyu Sugeng Soeparno Jul 2021

Mapping Research On Halal Logistics Using Vosviewer, Aam Slamet Rusydiana, Sri Rahardjo, Wahyu Sugeng Soeparno

Library Philosophy and Practice (e-journal)

Indonesia is one of the largest Muslim countries in the world. Food and beverage products originating from outside and within the country must be tested for halal. In 2019, the number of companies registering for product testing had increased compared to 2018. The achievement of increasing the number of products and companies is inversely proportional to providing halal product certificates. The decline in the number of recipients of product halal certificates is certainly a major problem in product marketing in areas where most of the population is Muslim. For this reason, the marketing of halal products requires good strategy and …


Age’S Influence On Workplace Safety, Kelly Muhammad, Cheryl Marcham Jul 2021

Age’S Influence On Workplace Safety, Kelly Muhammad, Cheryl Marcham

Publications

According to the National Safety Council (NSC, n.d.), the total cost of work injuries in 2019 was an estimated $171 billion. This estimate includes wage and productivity losses, medical expenses, administrative expenses and employers’ uninsured costs. In that same year, an estimated 105 million workdays were lost due to injuries (NSC, n.d.). This report does not provide any specific details or any characteristics about the injured. However, knowledge of certain characteristics of the injured such as age can be critical information. This type of information could be useful in the development of workplace hazard prevention and mitigation programs.


The Role Of Law In Chinese Value Chains, Henry Gao, Gregory Shaffer Jul 2021

The Role Of Law In Chinese Value Chains, Henry Gao, Gregory Shaffer

Research Collection Yong Pung How School Of Law

Since starting its economic reform four decades ago, China has been highly successful in integrating its economy into regional and global value chains (GVCs). This started with simple assembly and processing, then expanded to low-end labor-intensive manufacturing, and gradually moved up to technology-intensive and capital-intensive industries. This article analyzes the development of Chinese law, legal institutions, and international and transnational legal initiatives to support the development of GVCs, which we divide into five phases. The article does not idealize law in terms of ‘commitment’ or ‘rule of law,’ but rather, in the legal realist tradition, views law as an important, …


Unintended Consequences Of Public Policy And Government Regulation On Supply Chain Structure, Conduct, And Performance, Jonathan Phares Jul 2021

Unintended Consequences Of Public Policy And Government Regulation On Supply Chain Structure, Conduct, And Performance, Jonathan Phares

Graduate Theses and Dissertations

Supply chains, and the firms within them, change their behaviors in response to industry conditions so they can provide efficiency, effectiveness, strategic enablement, and customer utility. Social and economic policies enacted to promote social welfare by correcting market failures can alter these conditions. While these policies may serve their intended purposes, they may also create unintended consequences that may make managing logistics, operations, and supply chains more challenging. This dissertation contributes to the nascent body of knowledge concerning the intended and unintended consequences of policy on supply chain management by examining three unique contextual settings using different methodologies and levels …


Leveraging The Supply Chain: An Assessment Of Supply Chain Partners' Influence On Organizational Performance, Jordan M. Barker Jul 2021

Leveraging The Supply Chain: An Assessment Of Supply Chain Partners' Influence On Organizational Performance, Jordan M. Barker

Graduate Theses and Dissertations

The supply chain is recognized as an integral part of the value creation process and a critical driver of performance. Indeed, a supply chain relationship grants buyers and suppliers the opportunity to share in the value generated by their partners, access partner capabilities and resources to enact their own strategic initiatives, and jointly generate value above what each firm could produce in isolation. The purpose of this dissertation is to investigate how firms can leverage the supply chain to attain superior organizational performance. Specifically, three essays, each focused on a distinct organizational process, explore how supply chain partners influence a …


Limousine Service Management: Capacity Planning With Predictive Analytics And Optimization, Peng Liu, Ying Chen, Chung-Piaw Teo Jul 2021

Limousine Service Management: Capacity Planning With Predictive Analytics And Optimization, Peng Liu, Ying Chen, Chung-Piaw Teo

Research Collection Lee Kong Chian School Of Business

The limousine service in luxury hotels is an integral component of the whole customer journey in the hospitality industry. One of the largest hotels in Singapore manages a fleet of both in-house and outsourced vehicles around the clock, serving 9,000 trips per month on average. The need for vehicles may scale up rapidly, especially during special events and festive periods in the country. The excess demand is met by having additional outsourced vehicles on standby, incurring millions of dollars of additional expenses per year for the hotel. Determining the required number of limousines by hour of the day is a …


The Integration And Efficiency Of Brics And Pakistan Stock Markets: An Analysis Using Asymmetric Cointegration And Mf-Dfa Approaches, Rukhsana Bibi, Kalsoom Akhtar, Naveed Raza Jul 2021

The Integration And Efficiency Of Brics And Pakistan Stock Markets: An Analysis Using Asymmetric Cointegration And Mf-Dfa Approaches, Rukhsana Bibi, Kalsoom Akhtar, Naveed Raza

Business Review

This study examines the asymmetric cointegration and efficiency between Pakistan and BRICS equity markets using monthly data from October 1997 to September 2018. The results reveal that the Brazilian stock market is the most efficient during the global financial crisis. Threshold and momentum threshold autoregressive models (TAR and M.TAR) confirm the presence of a long-run relationship between BRICS and Pakistan stock markets, where the speed of negative shocks is higher and significant for Pakistan Russian, Pakistan South Africa stock market pair. This infers quick adjustment of stock prices to negative shocks (bad news) as compared to positive shocks (good news). …


بناء نموذج للعلاقة بين جودة الخدمات السياحية في منطقة عسير ورضا الزبون ونوايا البقاء باستخدام نمذجة المعادلة البنائية وفقاً لرؤية المملكة العربية السعودية (2030), عبد الجلال عثمان إدريس أبكر, أنور الزين بابكر مصطفى Jun 2021

بناء نموذج للعلاقة بين جودة الخدمات السياحية في منطقة عسير ورضا الزبون ونوايا البقاء باستخدام نمذجة المعادلة البنائية وفقاً لرؤية المملكة العربية السعودية (2030), عبد الجلال عثمان إدريس أبكر, أنور الزين بابكر مصطفى

Muthanna Journal of Administrative and Economics Sciences

هدفت هذه الدراسة الى بناء نموذج لقياس جودة الخدمة السياحية في منطقة عسير وعلاقتها مع رضا الزبون والنوايا الحسنة للزبون، باعتبار رضا الزبون كمتغير وسيط. تم تصميم أداة الدراسة بناءً على النظريات والدراسات السابقة بخمس محاور لجود الخدمة وخمسة متغيرات لرضا الزبون وثلاثة متغيرات لنوايا البقاء. تم جمع البيانات من منطقة عسير بالمملكة العربية السعودية، وقد بلغ حجم العينة 420 فرد. تم استخدام نمذجة المعادلة البنائية لبناء نموذج العلاقات باستخدام برنامج أموس (AMOS 23). وقد توصلت الدراسة الي عدد من النتائج أهمها: ان جودة الخدمات السياحية في منطقة عسير تتكون من خمس عوامل، وجود علاقة ذات دلالة إحصائية بين جودة …


انموذج مقترح لبرنامج تدقيق التكاليف المشتركة في صناعة الغاز وتأثيره في مصداقية تقرير المدقق, احمد عبد الحسين مجدي, عامر محمد سلمان Jun 2021

انموذج مقترح لبرنامج تدقيق التكاليف المشتركة في صناعة الغاز وتأثيره في مصداقية تقرير المدقق, احمد عبد الحسين مجدي, عامر محمد سلمان

Muthanna Journal of Administrative and Economics Sciences

يسعى البحث تدقيق التكاليف المشتركة في صناعة الغاز باعتباره عنصراً هاماً ومؤثراً على نتائج الأعمال والمركز المالي للشركة لأنه يركز على الكيفية التي يتم التعامل بموجبها مع التكاليف المشتركة وتحديدها وقياسها وتوصيلها وخاصة عندما توجد علاقة ما بين الكلفة وتسعيرة المنتوج ويعتبر ايضاً من المواضيع الجوهرية التي تتهم بها كافة الأطراف المستفيدة من عملية التدقيق، ابتداءاً من المدقق ذاته وصولاً بالأطراف المستفيدة من تقريره ، فهو من الاتجاهات المهمة والمتجددة لأن ما يميز أي مهنة هو المحافظة على مستوى الأداء المهني لممارسيها مما يرفع من درجة الموثوقية في تقرير المدقق وان قيام المدقق بأداء مهامه يتطلب منه وجود حصيلة علمية …


دراسة وتحليل ميزان المدفوعات العراقي للمدة (2003 – 2018), محمد حسن عودة, حسين علي احمد, علي طالب شهاب Jun 2021

دراسة وتحليل ميزان المدفوعات العراقي للمدة (2003 – 2018), محمد حسن عودة, حسين علي احمد, علي طالب شهاب

Muthanna Journal of Administrative and Economics Sciences

يعد ميزان المدفوعات النافذة التي يطل منها الاقتصاد الوطني على الاقتصاد العالمي , كونه بياناً اساسياً ومنسقاً تندرج فيه جميع المعاملات الاقتصادية التي تتم بين الاقتصاد الوطني والاقتصاد العالمي , وهو ذو جانبي لتلك المعاملات ( القيود الدائنة والقيود المدينة ) , ويحتل ميزان المدفوعات اهمية بالغة على مستوى الاقتصاد المحلي لأي بلد , إذ يعكس محتوى هيكل الانتاج وقوة الاقتصاد الوطني وقدرته التنافسية ومدى استجابته لتطور قوى الانتاج دولياً . حيث ان الصادرات مورد للنقد الاجنبي والذي تنحصر مهمته في تمويل المستوردات والمدفوعات الخارجية الاخرى للحكومة والقطاع الخاص.ارتبطت الموازنة العامة للدولة وميزان المدفوعات والنشاط الاقتصادي والمجتمع بسعر النفط , …


Measuring The Relationship Between The Content Of Community Colleges’ Programs At King Khalid University And The Skills Required For The Labour Market And Their Impact On The Employment Of Graduates: An Exploratory Study On A Sample Of The Faculty Members Of Those Colleges, Ahmed Ahmed Rahoum, Mohammed Abdul Kareem Al-Adawi, Abdul Rahim Bin Saeed Al Sultan Jun 2021

Measuring The Relationship Between The Content Of Community Colleges’ Programs At King Khalid University And The Skills Required For The Labour Market And Their Impact On The Employment Of Graduates: An Exploratory Study On A Sample Of The Faculty Members Of Those Colleges, Ahmed Ahmed Rahoum, Mohammed Abdul Kareem Al-Adawi, Abdul Rahim Bin Saeed Al Sultan

Muthanna Journal of Administrative and Economics Sciences

This study aims to measure the relationship between the content of community colleges’ programs at King Khalid University and the skills required for the labour market and their impact on graduates’ employment. A questionnaire has been designed and distributed to the faculty members of community colleges at King Khalid University in a random sample method. The chosen sample size has covered (123) individuals. Questionnaire forms have been distributed and retrieved from (117) participants. Therefore, the estimated response has reached 95 % of the total sample size. The results of the study have shown a significant relationship between the programs of …


اثر اختبار مكونات التنوع الثقافي في السلوك المحاسبي لتحسين الأداء المالي :دراسة مقارنة في جمهورية العراق والاردن, قاسم محمد عبد الله البعاج, فاطمة فليح عودة Jun 2021

اثر اختبار مكونات التنوع الثقافي في السلوك المحاسبي لتحسين الأداء المالي :دراسة مقارنة في جمهورية العراق والاردن, قاسم محمد عبد الله البعاج, فاطمة فليح عودة

Muthanna Journal of Administrative and Economics Sciences

تهدف الدراسة الى تقييم تأثير القيم الثقافية الوطنية على أداء المحاسب المالي في عينة من الشركات المدرجة في سوق العراق وعَمّان للأوراق المالية. شملت عينة الدراسة التقارير المالية ل (100) شركة مدرجة في العراق والأردن وللفترة من 2015 الى 2019. تم اعتماد القيم الثقافية ل Hofstede كمؤشر للقيم الثقافية، في المقابل فقد تم اعتماد مدخل القيمة الدفترية الى القيمة السوقية كمقياس للتحفظ المحاسبي. تشير نتائج الدراسة ان الدرجة العالية من ثقافة الذكورية ومسافة القوة وتجنب عدم التحقق مرتبطة بدرجة عالية من أداء محاسبي متجه نحو عدم التحفظ. من جانب آخر فأن ثقافة التساهل مرتبطة سلبيا بأداء محاسبي متجه نحو عدم …


الرقابة التسويقية وتأثيرها في تبني المنظمات للتسويق الرشيق: دراسة تحليلية لآراء عينة من العاملين في شركة الموصل للحديد والصلب, بشار ذاكر صالح القوطجي, محمد محمود حامد الملاحسن Jun 2021

الرقابة التسويقية وتأثيرها في تبني المنظمات للتسويق الرشيق: دراسة تحليلية لآراء عينة من العاملين في شركة الموصل للحديد والصلب, بشار ذاكر صالح القوطجي, محمد محمود حامد الملاحسن

Muthanna Journal of Administrative and Economics Sciences

هدف البحث الى تحليل مستوى ممارسة وظيفة الرقابة التسويقية حسب المعايير الصحيحة التي من شأنها ان تدعم تطبيق مفاهيم التسويق الرشيق في شركة الموصل للحديد والصلب والتي كانت ميدان بحثنا, والتعرف على اهم التحديات التي تواجهها في تحقيق ذلك الهدف، اذ تعتبر الرقابة التسويقية من الوظائف الأساسية في مجال ادارة التسويق حيث تطور مفهومها من مجرد عملية بسيطة تعكس نشاطا تسويقيا ينحصر في عمليات الملاحظة والمتابعة، إلى التصحيح الفوري والتنبؤ والكشف المبكر للانحرافات، في حين برز التسويق الرشيق كأحد الأساليب المعاصرة التي يمكن ان تحقق للمنظمات اهداف من خلال تحقيق الكفاءة في العمليات التسويقية والتركيز على إيجاد القيمة في المنتج …