Author(s): Saad Abdulwahid Khaleel
This research aims to analyze the dimensions of sensory marketing and its role in achieving the entrepreneurial orientation of companies, researcher chose the General Company for Textile and Leather Industries in Baghdad as one of the successful and pioneering companies in the industrial sector. The research started from a problem expressed by the main intellectual and practical question: (What is the role of sensory marketing in achieving the pioneering orientation of the General Company for Textile and Leather Industries? The required information was obtained through the questionnaire prepared for this purpose. The opinions of (261) employees representing (Senior Management, Department Heads, Unit Officials, and a large group of technicians and administrators) were surveyed. It is still vague for administrators in general and marketers in particular, with an indication of the role of the five senses in marketing in attracting customers, which is positively reflected on the pioneering orientation of the organization, the main objective of the research is to identify the reality of the application of sensory marketing and pioneering orientation and the extent of its adoption by the company under study.