MARKETING VIGILANCE AND ITS ROLE IN AMBIDEXTERITY PERFORMANCE APPLIED RESEARCH IN BAGHDAD COMPANY FOR SOFT DRINKS

The research aims to shed light on the role of marketing vigilance in ambidextrous performance, as the research was applied in the Baghdad Soft Drinks Company as a research community, and the research sample was chosen from the department managers in the company for the purpose of collecting information through a personal interview. The scientific approach followed is a case study, in order to address the problem that the company suffers from, which is the gap between the real reality of the company and what it wants in the future. (0.44), which is a very high percentage that needs to be addressed by the company, which led to an increase in the rate of weakness in performance and a lack of creative performance among the employees of the company, as the size of the gap reached (16.7), which is a high percentage..