The Strategic Role of Digital Marketing in Enhancing Organizational Resilience of Palestinian Local Authorities
Year: 2025
Type: article
Abstract: Among the administrative concepts that have emerged is the concept of organizational immunity, as it is considered one of the topics that have received attention and research from various disciplines and scientific branches by researchers and scientists, and organizational immunity is the system of self-regulation, and the ability to identify and remove intruders inside and outside the organization so that the organization enjoys health in a very dangerous environment, and there have been many writings and contributions that have addressed the topic of organizational immunity by research and study, and their agreement on the importance of organizational immunity as an essential fulcrum in the theories of organization, and the need for both society, management, researchers, businessmen, individuals and others to identify the degree of immunity of organizations, which prompted administrative organizations of various types to search for the best ways to improve their efficiency and increase their competitiveness as best as possible and provide the maximum outputs they can in light of the resources and capabilities available to them that constitute their inputs that they derive from the surrounding environment.This is what is called the concept of organizational immunity.It also motivates employees and urges them to exert the utmost effort they can to achieve the organization's goals (Alwan & Taleb, 2014). Second: Problem and Questions of the StudyBy referring to previous studies -the subject of the study -and making a comparison with them, the researcher found several studies and reports, including.The Business Development Center study report (2020) indicated that Palestinian municipalities face many challenges in using e-marketing, such as: Lack of financial and human resources, poor infrastructure, and lack of skills among employees.The report provided some solutions to overcome these challenges, such as providing staff training, improving infrastructure, and allocating sufficient budget for e-marketing activities.The report recommended that Palestinian municipalities should develop their own e-marketing strategies and use e-marketing tools effectively to improve communication with the public and provide better services.Through a review of previous studies on the topic of organizational resilience, the report (Business Development Center, 2021) entitled "Organizational Resilience in Local Government Municipalities in Palestine: Challenges and Solutions" found that local government municipalities in Palestine face many challenges in enhancing organizational resilience, such as: Lack of financial and human resources, poor infrastructure, and lack of skills among employees.The report provided some solutions to overcome these challenges, such as: Providing staff training, improving infrastructure, allocating sufficient budget for organizational resilience activities, and the need for local government municipalities in Palestine to develop their own organizational resilience strategies and effectively use organizational resilience tools to improve their ability to adapt to changes and challenges.Although the Jenin Municipality, under its current elected council, has made many substantial improvements and developments in its work system, studies, reports and official documents, and after conducting several desk and field surveys conducted by the researcher, indicate that there are many issues and challenges that municipalities in Palestine suffer from in general and in Jenin city in particular, the most important of which are the following: Jenin municipality, like other municipalities in Palestine, faces many obstacles and challenges that hinder its path towards development and progress, including the instability of the political and security situation in Jenin governorate in general and in Jenin in particular, and the repeated aggression and invasion of the city and the camp, which has severe negative effects on life and business in the sector, in addition to the continuous destruction by the Israeli occupation of infrastructure, and the resulting price war and competition (Jenin municipality, official page of the municipality -social media of the municipality).It imposes severe restrictions on the movement of people and goods, hinders the implementation of infrastructure projects, confiscates land, and limits the municipality's ability to access its natural resources, in addition to the administrative obstacle, as Palestinian municipalities suffer from the lack of a centralized administration over the management of their bodies, and in their decision-making process.The administrative apparatus within the municipality is organized according to a simplified organizational structure, whereby different jobs are divided based on specialization and the nature of the general tasks assigned to employees, and similar functions are grouped in groups that form departments such as 2025
Source: Journal of Ecohumanism
Institution: Palestine Technical University - Kadoorie
Language: English
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407230998