The Role of Generation Leadership Marketing Strategies in Re-Engineering Production Processes - A Field Study in the General Company for Electrical and Electronic Industries

The research aims to investigate the role of generational leadership marketing strategies in re-engineering production processes. The research problem is represented by the weak use of modern production processes that keep pace with technological progress. Based on this, a hypothetical plan was developed to illustrate the nature of the relationship between the two research variables. The research employed a theoretical framework informed by relevant literature, as well as a field framework designed to measure the nature of the relationship and impact between the two variables, based on a questionnaire prepared explicitly for this purpose. The General Company for Electrical and Electronic Industries was selected as the research field, and the research sample comprised 204 administrators and engineers from the company. In light of analyzing the respondents' answers using the software (SPSS V.26) and (AMOS V.24), the research reached a set of conclusions, the most important of which is the existence of a strong correlation between the research variables, which explains that generation leadership marketing strategies contribute to the success of re-engineering production processes. In light of these conclusions, a set of proposals was presented to the company's management, the most important of which is to re-engineer the company's production processes more closely in line with contemporary production requirements and keep pace with modern technological developments in the field of production.