The Impact of Human Resources Management Strategies in Achieving Sustainable Marketing in Palestinian Dairy Companies
DOI:
https://doi.org/10.35875/smmhaa37Keywords:
Sustainable marketing, Human Resources Management Strategies, Palestinian dairy companiesAbstract
Background & Statement of the problem: This research investigates the human resource management (HRM) strategies employed to achieve sustainable marketing within Palestinian dairy companies.
Objectives: The study seeks to assess the influence of HRM strategies—encompassing training, compensation, and performance evaluation—on the attainment of sustainable marketing. It focuses on the concept of sustainable marketing within the context of Palestinian dairy companies and explores the role HRM strategies play in facilitating this outcome.
Methods: A descriptive analytical approach was utilized, involving the distribution of questionnaires to a simple random sample of the study population.
Results: The findings reveal that HRM strategies, across their various dimensions, have a statistically significant impact on enhancing sustainable marketing in Palestinian dairy companies.
Conclusions (Recommendations and contributions): The study suggests that Palestinian dairy companies should prioritize their human resources by fostering a training-oriented work environment that aligns with external environmental changes. Additionally, it emphasizes the importance of adopting sustainable marketing practices through high-quality production and leadership in service provision.