Investing in Talent Management to Enhance Marketing Innovation: A Case Study of Asiacell Company, Kirkuk Branch

The research aims to explore the potential of enhancing marketing innovation through its dimensions, namely (technological capabilities, research and development, and marketing activities), by relying on investment in talent management according to its dimensions (talent attraction, talent development, and talent retention). Asiacell's Kirkuk branch was chosen as the research field, being one of the leading telecommunications companies in Iraq. A checklist was used as a data collection tool from employees at the Kirkuk branch and analyzed based on the sub-variables and at the overall level to extract results. These results were analyzed using a set of statistical and mathematical methods and equations to reach conclusions. One of the most significant findings was that investment in talent management leads to enhancing marketing innovation, which contributes to improving the capabilities and skills of the company's employees under study. Based on these conclusions, several recommendations were proposed, the most important of which is that the company should seriously consider establishing a dedicated talent management center to attract, nurture, and provide all necessary resources and support to develop and grow their talents, particularly in the area of marketing innovation for the company's telecommunications and other services.