The Impact of Internal Marketing for Human Resources on Strategic Flexibility An Analytical Descriptive Research in the Iraqi Ministry of Health


  • Ruaa Abdel Moeen Hassan Al-Khateeb
  • Dr. Muhammad Yassin Rahim Al-Hashmawi



The current research aims to show the impact of internal marketing on human resources in its dimensions (training and development, incentives and rewards, internal communication, and empowerment) (as an independent variable in strategic flexibility, production) with its dimensions (Ministry of Health, flexibility, flexibility, market flexibility) The center of the ministry, specifically the administrative, financial and legal department, to represent the research community and implement the practical aspect. Where the research community reached (180) employees, while the size of the researched sample was (120) employees of the research community. The research problem was the weakness of incentives, rewards, internal communication and empowerment in the researched ministry. The researcher relied on the descriptive approach and dimensional analysis in completing the current research. The researcher used the questionnaire as a main tool, in addition to conducting field visits and personal interviews and collecting a lot of data by diagnosing the actual reality of the ministry under study. The researcher sought to use a set of statistical methods and measures such as the arithmetic mean, relative importance, standard deviation, and coefficient of variance to describe the answers of the sample. Has been tested hypotheses and (relationship correlation and influence) and reached the researcher to the group of conclusions, most notably there is the impact of internal marketing in strategic flexibility, and that the administration ministry surveyed more focused suspicion on the training and development of staff and its keenness to establish training courses for all categories within the internal marketing process, either Incentives and rewards are the least in terms of the focus of the ministry’s management, and recommendations have been developed based on the conclusions, including that the ministry maintains its focus on training and development of employees and increases its focus on internal marketing procedures for human resources, especially incentives and empowering workers and relying on focus on.