Investigating the effect of internal marketing strategy and
environmental factors on performance mediated by internal
processes At Al-Qadisiyah University in Iraq
*Mojtaba Poursalimi1
.**Fariborz Rahimnia2
.***Nadia KazemAwad Al-Ramahi3
* Faculty member of Ferdowsi University of Mashhad. Mashhad. Iran
** Faculty member of Ferdowsi University of Mashhad. Mashhad. Iran
*** Master student of Ferdowsi University of Mashhad
Corresponding Author: Mojtaba Poursalimi
Abstract : The aim of this study was to investigate the effect of internal marketing strategy, competitive strategies
and environmental factors on performance mediated by internal processes at Al-Qadisiyah University in Iraq. This
research is applied in terms of purpose and is survey-analytical in terms of method. Simple random sampling was used
and 303 managers and employees were assessed. To assess the internal process, the questionnaire of Salehzadeh et al.
Was used. The Mooney and Froman questionnaire, Porter’s competitive strategies, Wang et al.’s environmental
factors, and Zandi’s performance were used to measure internal marketing. Then the relationship between the variables
was analyzed by structural equation method and pls smart software. Finally, the results showed that internal marketing
strategy, competitive strategies and environmental factors have a positive and significant effect on performance
mediated by internal processes at Al-Qadisiyah University in Iraq.
Keywords: Internal Marketing Strategy, Competitive strategies, environmental factors, internal processe
