The Impact of Tactical Enterprise Resource Planning on Enhancing the Organization's Reputation: A Case Study (Union Food Industries Company)
Abstract
Contemporary organizations are facing a highly complex competitive environment as a result of rapid technological development and global economic changes, which has led them to adopt modern management methods to manage their various resources efficiently and effectively. Enterprise resource management is one of the integrated management concepts that seeks to achieve the optimal use of various organizational resources, whether human, financial, technological or material resources, in a way that contributes to achieving the organization's strategic goals and enhancing its competitiveness in the market.
Tactical planning of an organization's resources represents the executive level that connects strategic plans with the practical implementation of organizational processes, as it contributes to the coordination and integration of various resources in a way that supports organizational performance and enhances the organizational reputation of the organization. Organizational reputation has become an important intangible asset that organizations rely on to gain the trust of customers, investors, and stakeholders.
This research aims to analyze the impact of tactical planning of enterprise resources in enhancing organizational reputation through a case study of Union Food Industries Company, by studying how to manage various organizational resources and their impact on building a positive image of the organization among the community and stakeholders. The study adopted a descriptive-analytical approach using a questionnaire form addressed to a sample of the company's employees, and the data were analyzed using appropriate statistical methods to test the research hypotheses.
The study found that there is a significant impact relationship between tacticalplanning of enterprise resources and enhancing organizational reputation, as the efficiency of managing human, financial, technological and material resources plays an important role in improving the image of the organization and enhancing the community's trust in it. The study recommended the need to develop tactical resource planning mechanisms and enhance integration between them in a way that contributes to achieving distinguished institutional performance and building a strong and sustainable organizational reputation.
Downloads
References
1. Al-Anzi, Saad Ali, & Al-Saleh, Mohammed Hassan. (2020). Strategic and Tactical Planning in Contemporary Organizations. Amman: Dar Al-Masira for Publishing and Distribution.
2. Al-Mashari, Majed, & Zairi, Mohamed. (2019). Enterprise Resource Management and Organizational Integration. Cairo: Arab Organization for Administrative Development.
3. Al-Enezi, Fahad Abdullah. (2020). “The Role of Tactical Planning in Improving Institutional Performance.” Journal of Administrative and Economic Sciences, 12(3), 115–132.
4. Al-Khafaji, (2018). Strategic Management: Concepts and Applications. Baghdad: Al-Yazouri Scientific Publishing House.
5. Al-Tai, Hamid Abdulnabi. (2021). “Organizational Reputation and Its Role in Achieving Competitive Advantage.” Iraqi Journal of Administrative Sciences, 17(2), 77–96.
6. Al-Dulaimi, Ahmed Karim. (2019). Human Resource Management in Business Organizations. Amman: Dar Safaa for Publishing and Distribution.
7. Al-Samarrai, Ali Hussein. (2022). “The Impact of Resource Allocation on Institutional Efficiency.” Journal of Financial and Administrative Studies, 9(1), 55–73.
8. Al-Qaisi, Mohammed Jassim. (2021). Risk Management and Organizational Sustainability. Beirut: Dar Al-Kutub Al-Ilmiyah.
9. Al-Janabi, Haider Salman. (2020). “The Relationship Between Organizational Flexibility and Corporate Reputation.” Journal of Economic and Administrative Research, 14(4), 101–119.
10. Al-Rubaie, Ahmed Mahdi. (2023). Modern Administrative Information Systems. Baghdad: Al-Ghadeer Printing and Publishing House.
Foreign References:
11. Barney, J. (1991). “Firm Resources and Sustained Competitive Advantage.” Journal of Management, 17(1), 99–120.
12. Christopher, M. (2022). Logistics and Supply Chain Management (6th ed.). London: Pearson Education.
13. Daft, R. L. (2018). Organization Theory and Design (13th ed.). Boston: Cengage Learning.
14. Dowling, G. (2016). Winning the Reputation Game: Creating Stakeholder Value and Competitive Advantage. Cambridge: MIT Press.
15. Fombrun, C., & Van Riel, C. (2004). Fame and Fortune: How Successful Companies Build Winning Reputations. New Jersey: Pearson Education.
16. Grant, R. M. (2019). Contemporary Strategy Analysis (10th ed.). Oxford: Wiley Publishing.
17. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (8th ed.). Boston: Cengage Learning.
18. Heizer, J., Render, B., & Munson, C. (2023). Operations Management: Sustainability and Supply Chain Management (14th ed.). New York: Pearson.
19. Jacobs, F. R., & Chase, R. B. (2021). Operations and Supply Chain Management (16th ed.). New York: McGraw-Hill Education.
20. Laudon, K. C., & Laudon, J. P. (2024). Management Information Systems: Managing the Digital Firm (18th ed.). London: Pearson Education.
