The interactive role between the values of the customer and the values of the organization in promoting entrepreneurship an applied study in Al-Joud Company

This study aims to analyze and evaluate the impact of integration between customer values and organizational values in enhancing entrepreneurship, by applying it to Al-Joud Company. It seeks to identify the extent to which shared values contribute to supporting innovation, excellence, and achieving a sustainable competitive advantage. This study stems from its role in highlighting the importance of shared values between the customer and the organization as a strategic factor in enhancing entrepreneurship. Its results also provide practical guidance for Iraqi companies to improve their entrepreneurial strategies based on a deeper understanding of customer needs and values. The study relied on the descriptive analytical approach, by collecting data using a questionnaire directed to the target sample, and analyzing it statistically to test the study hypotheses. The study community consisted of Al-Joud Company employees, where (122) questionnaires were distributed, and (106) valid questionnaires were retrieved for analysis, with a retrieval rate of (86.88%). The study concluded that the integration between customer values and organizational values contributes directly to enhancing entrepreneurship by supporting innovation and improving customer experience, which leads to increasing the company's competitive advantage. The study recommended the need to enhance awareness of the importance of shared values between the organization and customers, and to develop innovative strategies based on these values to enhance entrepreneurial performance, especially in the Iraqi business environment characterized by increasing competition.