Lean manufacturing based on innovative marketing / A case study of the Asia cell company in the city of Mosul

Abstract

 This research aims to provide a theoretical and practical research framework to introduce the concepts of lean manufacturing, what it is, its importance, and its processes represented in organizing work sites, continuous improvement, eliminating waste, and trying to prevent errors, as well as identifying the concept and importance of innovative marketing and its elements represented by innovation in the product, innovation in price, and innovation in Promotion and innovation in distribution) through the ability of innovative marketing to establish and consolidate the foundations of lean manufacturing. Asia Cell was chosen as a field for research as it is one of the leading companies in providing telecommunications services throughout Iraq. The research problem focused on consolidating these two concepts and their ability to improve the company’s operations and help it survive, grow and continue. The Checklist was relied upon to collect data and information from some of the company’s employees, who numbered (14) heads of technical departments and administrative units in the company. The research reached a set of conclusions, the most important of which is that relying on innovative marketing leads to improving the company’s operations and pushing it to develop. The research is a set of proposals, the most important of which is that the company should focus on innovation in its products and operations and get rid of waste and errors that accompany these operations. Keywords: lean manufacturing, innovative marketing, Asiacell Mosul.