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The faculty member at the College of Engineering, University of Shatrah, researcher Ghusoon Nasser Haleem, defended her doctoral dissertation entitled: “The Role of the Digital Ecosystem in Reducing Banking Strategic Deficit through the Adoption of Agile Marketing Capabilities” at the College of Administration and Economics, University of Kufa, for the degree of Doctor of Philosophy in Financial and Banking Sciences, and was awarded the grade of (Very Good – High).
The dissertation addressed the importance of digital ecosystems and their role in protecting banking institutions from the strategic gaps that affect the efficiency of their performance, as well as explaining the importance of shifting from traditional working patterns to an integrated digital environment capable of keeping pace with the rapid changes in the banking sector.
The study sought to employ agile marketing capabilities as a pivotal tool enabling banks to adapt quickly to market fluctuations, thereby strengthening their ability to respond effectively to contemporary challenges.
The findings of the dissertation showed that adopting an advanced digital ecosystem contributes directly to reducing levels of strategic deficit, and confirmed that banks possessing marketing agility are better able to harness modern technology to achieve a sustainable competitive advantage.
The study recommended adopting banking strategies based on comprehensive digital transformation, alongside strengthening the capabilities of human resources and enabling them to adopt flexible and innovative marketing methods that help meet current and future banking challenges.
