Investigation the Impact of Organizational Excellence Model on Effective Marketing in Azad University

Subject Areas :

Nassim Heidari ¹ (PhD student, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Vahidreza Mirabi ² (Associate Professor of the Academic Board of the Central Tehran Branch of the Islamic Azad University of Iran)

Received: 2021-08-03 Accepted : 2021-11-11 Published : 2021-11-22

Keywords: “Organizational Effectiveness “, “Organizational Excellence Model”, “Effective Marketing”,

Abstract :

AbstractToday, organizations are seriously facing the change of business environment from a supportive environment to competition and widespread growth in the country's economy. In this research, the effect of organizational excellence on marketing in the field of Azad University was investigated using structural equations and pls software. The statistical population of this research is all Islamic Azad universities in the whole country. In order to determine the sample size, 350 people were selected from Cochran's formula. The results showed that the components of the organizational excellence model in Islamic Azad University include strategy, leadership, partnerships and resources, processes, products, services, employees, community results, employee results, key results, customer results. The components of effective marketing in Islamic Azad University have included social marketing, ethical marketing, strategy-oriented marketing, internal marketing, green marketing, lean marketing, and innovative marketing. Based on the results, the organizational excellence model is effective on effective marketing. And of the marketing components, green marketing alone is not the key.Keywords: Organizational Effectiveness, Organizational Excellence Model, Effective Marketing