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All Journal Indonesian Journal of Law and Economics Review Academia Open
Zaid Yaseen Saud
Faculty of Administration and Economics Al-iraqia University
Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health

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Credibility and Market Fitness Drive Perceived Product Value in Iraqi Startups: Kredibilitas dan Kesesuaian Pasar Mempengaruhi Nilai Produk yang Dirasakan pada Startup Irak Zaid Yaseen Saud
Academia Open Vol. 10 No. 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.12144

Abstract

General Background: In volatile and resource-constrained markets, marketing foresight has emerged as a strategic capability that enables firms to anticipate change and align offerings with consumer expectations. Specific Background: While extensively studied in developed economies, the role of marketing foresight in shaping perceived product value within emerging markets remains underexplored. Knowledge Gap: Limited empirical evidence exists on how the specific dimensions of marketing foresight—novelty, executability, credibility, market fitness, and commercial feasibility—affect customers’ value perception in Iraqi start-ups. Aims: This study investigates the impact of foresight dimensions on perceived product value, identifying which dimensions exert the greatest influence. Results: Using survey data from 125 employees in consumer-based start-ups in Baghdad and employing regression analysis, findings reveal that credibility and market fitness significantly enhance perceived product value, while novelty and executability show weaker effects, and commercial feasibility has only marginal influence. Novelty: By empirically disentangling the relative contributions of foresight dimensions in an unstable emerging-market context, this study challenges the assumption that novelty is the primary driver of value creation. Implications: The results highlight that in environments marked by uncertainty, trust and market alignment outweigh radical innovation, offering valuable insights for start-ups and policymakers to prioritize credibility, customer-centric alignment, and incremental innovation for sustainable competitiveness. Highlights: Credibility and market fitness are the strongest predictors of product value. Novelty and executability have weaker, non-significant effects. Consumers in volatile markets prioritize trust and alignment over radical innovation. Keywords: Marketing Foresight, Perceived Value, Credibility, Market Fitness, Start-up
Social Marketing and Perceived Organizational Sustainability in Iraqi FMCG Zaid Yaseen Saud
Indonesian Journal of Law and Economics Review Vol. 21 No. 3 (2026): Agustus
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v21i3.1616

Abstract

General Background: Organizations are increasingly adopting sustainable business models to ensure long-term viability. Specific Background: Firms in the Iraqi Fast-Moving Consumer Goods (FMCG) sector face pressure to align corporate goals with social good through responsible communication. Knowledge Gap: Limited empirical data exists on how social marketing yields sustainable outcomes in emerging economies like Iraq. Aims: This study evaluates the relationship between social marketing practices and perceived organizational sustainability in the Iraqi FMCG industry. Results: Analysis of 384 consumers reveals a strong positive correlation, where ethical communication and social responsibility campaigns are the primary predictors of sustainability perceptions. Novelty: This research provides empirical evidence from a developing market, conceptualizing sustainability through consumer perception. Implications: FMCG managers should prioritize transparent and interactive marketing strategies to enhance organizational resilience and stakeholder trust. Highlights: Ethical communication and social responsibility campaigns are the primary drivers of perceived organizational sustainability in the Iraqi FMCG sector. Integrated marketing strategies significantly bolster consumer trust and support long-term economic stability. Digital awareness content is essential for enhancing organizational adaptability to changing market conditions. Keywords: Social Marketing, Perceived Organizational Sustainability, FMCG, Iraq, Ethical Communication
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