Volume 4 - Issue 10 (2026-01-20)

The Influence of Marketing Leadership on Innovative Sustainable Development: The Moderating Role of Shared Value Creation

1- Researcher: Zanear Jabbar Ssali

2- Dr: Bayar M.rasheed Marane

1- Erbil Polytechnic University

2- Cihan University-Duhok

This exploratory study examines the influence of marketing leadership on innovative sustainable development within small and medium-sized enterprises (SMEs) in the Kurdistan Region of Iraq, with particular emphasis on the moderating role of shared value creation. Drawing on leadership theory, sustainable development literature, and the shared value framework, the study proposes that marketing leadership plays a critical role in fostering innovation-driven sustainability practices. Furthermore, it argues that shared value creation strengthens this relationship by aligning business objectives with societal and environmental needs. Using an exploratory research approach, the study provides conceptual insights relevant to SMEs operating in emerging and transitional economies. The findings contribute to the literature by highlighting the strategic importance of marketing leadership and shared value creation in achieving sustainable and innovative outcomes.