The Department of Industrial Management at the College of Administration and Economics, University of Mosul, witnessed on Sunday, May 24, 2026, the defense of a PhD dissertation entitled:
“The Moderating Role of Experiential Marketing in the Relationship between Collaborative Manufacturing and Mass Customization Technologies”
submitted by Ahmed Hussein Khenfas.
The study aimed to examine the moderating role of experiential marketing in the impact relationship between collaborative manufacturing and mass customization technologies through an applied study conducted at Al-Zawraa State Company in Baghdad. It also sought to identify the extent to which experiential marketing practices contribute to enhancing production efficiency and improving the quality of products offered to customers.
The study’s key findings revealed that:
Experiential marketing, as a pure (full) moderating variable, significantly enhances the impact of collaborative manufacturing on mass customization technologies at the overall level.
Activating experiential marketing practices strengthens the relationship between collaborative manufacturing and mass customization technologies.
These practices contribute to improving production efficiency and enhancing product quality, thereby increasing the organization’s ability to better satisfy customer needs.
The dissertation examination committee consisted of: Prof. Dr. Alaa Abdul Salam Yahya – College of Administration and Economics, University of Mosul as a  Chairperson,  Prof. Dr. Qasim Mohammed Madhloom – College of Administration and Economics, University of Kufa as a  Member,  Asst. Prof. Dr. Safwan Yaseen Hassan – College of Administration and Economics, University of Mosul as a Member,  Asst. Prof. Dr. Zahraa Ghazi Dhanoon – College of Administration and Economics, University of Mosul as a  Member, Asst. Prof. Dr. Abdul Aziz Bashar Haseeb – College of Administration and Economics, University of Mosul as a  Member and  Prof. Dr. Raad Adnan Raouf – College of Administration and Economics, University of Mosul – Member and Supervisor.