The Impact of Human Resources Management Strategies in Achieving Sustainable Marketing in Palestinian Dairy Companies

Authors

DOI:

https://doi.org/10.35875/smmhaa37

Keywords:

Sustainable marketing, Human Resources Management Strategies, Palestinian dairy companies

Abstract

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.

Author Biographies

  • Dr. Reem Hamdan, Birzeit University

    She holds a Ph.D. in Management and a Master's degree in Sustainable Development. She is currently working as a researcher at the Palestinian Hydrologists Association for the Development of Water and Environmental Resources. Her research interests focus on sustainable development under unstable economic, social, and environmental conditions. She has several published studies and has participated in providing consultancy services for various research institutions and local government bodies.

  • Dr. Majed Alrahahleh, Royal Jordanian Air Force

    Assistant Professor of Business Administration, Lecturer at the Royal Jordanian Air Force Command.

  • Sokiyna Jamal Al-Qa’aidah , Jordan Industrial Estates Corporation JIEC

    Bachelor of Public Administration, Human things Investment Officer of the Industrial Estates Company.

  • Maram Adnan Al-Shorman, Irbid Specialty Hospital

    Master degree in Human Resources Management, Amman Arab University. AND Bachelor's degree in English Language and Literature / Jerash University.

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Published

2024-10-01

How to Cite

Hamdan, R., Alrahahleh, M., Al-Qa’aidah, S., & Al-Shorman, M. (2024). The Impact of Human Resources Management Strategies in Achieving Sustainable Marketing in Palestinian Dairy Companies. Al-Balqa Journal for Research and Studies, 27(SE), 248-266. https://doi.org/10.35875/smmhaa37