In order to counter the growing business pressures elicit input from stakeholders and reduce any adverse effects on the environment, most businesses are adopting green strategies to improve their green performance, mainly through the GPIP. Companies that succeed in implementing green strategies will be able to achieve a sustainable competitive advantage, strengthen their core capabilities and enhance their green image [1], which requires the use of GPIP mechanisms to ensure the GPIP. Or adding innovative procedures to lessen the environmental effect of the business [2], which in turn leads to the development and implementation of protective environmental technologies [3].

Considering the foregoing, the current study highlighted the role of GPIP mechanisms in improving the green process performance of a group of administrative leaderships in the General Company for Pharmaceuticals and Medical requirements in Samarra. This study therefore addresses the most important bases that can be invested in applying GPIP mechanisms to ensure a significant improvement in the GPIP, as shown in Figure 1.

Theoretical Background and Hypothesis Development

Creativity is the process in which employees in an organization generate ideas for creating, improving or modifying regulatory products, procedures or policies [4]. Argued that innovation refers to the ability that results from a unique new idea or ideas that are independently created for emerging problems [5]. 

The definition of the concept of "creativity" is similar to that of "invention". Creativity is the process of introducing something new or introducing something in a new way. It might be an altogether new concept, technique or tool but could simply be an update or refinement of something that currently exists. It is a whole range of activities that lead to the introduction of something new, which enhances the competitive advantage that can be maintained. The two terms differ significantly in a key way. 1988 Roberts claims that creativity is divided into two halves. The genuine fresh concept or invention comes first. The second is the use of fresh imagination to produce something useful for the user. It might be stated that the first business transaction resulted in creativity. All we had up until the first transaction was made was the invention.

Figure 1: Study Hypothesis Chart

Talk of managing and developing managerial creativity has become commonplace among writers, researchers and managers and many view creativity as a critical competitive factor. To the extent that organizations pay attention and care to managing and developing creativity, this will have a significant impact on their survival and growth. Not only is creativity to develop new generations of products, services and channels but it is to find new ways of doing business and finding new models, creativity that it is to do new things that lead to giving value to the customer [6].

The study of creative management is an important and modern input into management, which invests studies on creativity, its types, its inputs and its finances in relation to the talented workers of the organization as a source of creativity and to the study of aspects related to the organization of creative systematic practice in creative organizations and this approach represents a significant development in the perception of behaviour that believes in (renewal and difference) as prevailing in the environment with a view to changing them creatively. Creativity is an ancient phenomenon. Since the beginning of creation, man invents and creates, as does the community, organization and society. This subject has become the focus of philosophical discourse but organized scientific interest has only begun in the early 1950s [7].

Creative production is thus an important basis for improving and developing corporate productivity through the optimal design of an ecosystem of creativity and the optimal investment of resources [8]. According to [9], GPIP represents any activity dedicated to the generation of wealth either by transforming knowledge into products or services or by generating the same knowledge and creativity in the Organization's productive, organizational, marketing and other fields. 

The foundation of GPIP is intelligence related to the social purpose of the organization's creative activity, i.e. the main drivers of building a particular creativity are mental capabilities, as they are manifested in innovation, creativity and the ability to build new productive innovations [10]. From the point of view of Urakova [11], GPIP reflects information on the costs of producing an innovative product associated with building another product that contributes to as much potential customers as possible. In turn, Stepanova and Radykova [12], pointed out that GPIP represents a way of computer technology production through the investment of information technology in the whole restructuring and construction of products. It makes a composition or composition between certain elements and since this composition involves an analysis process, the person must be able to perform the analysis process easily, have a clear awareness of the shapes he uses and be able to analyze them [13], Organizations urgently need a range of creative capabilities, including a range of different intellectual and scientific skills [14]. 

Hence the importance of managing creativity in managing organizations can be formulated as follows [15]:

• Creative management is an essential element in all activities of an organization to raise its efficiency and productivity and thus improve its output, whether products or services

• Modern organizations live in changing circumstances and the need for creative management is complex

• Growing administrative and organizational problems within modern organizations impose change and development that requires creativity in its creation

• Growing competition imposes the need for creative management to increase competitiveness

• Communications technologies, the information revolution, the Internet and its unprecedented capabilities have resulted in many problems faced by modern organizations that require creative management to solve these problems. Globalization and its handling require creative management

• The need for creative governance by States, especially developing States, so that they can keep pace with development

• A way to develop, innovate and innovate new ways and solutions to existing problems

• Creativity emerges as a prerequisite among the demands that are the supreme objective of the administrative phenomenon, as any administrative leadership or process that omits creativity is self-governed by backwardness, closure and collapse

The Green Process Innovation Performance Represents

The application of creative ideas that lead to the adaptation of product process and management practices that create fewer or no negative impacts on the environment, human health and social, cultural and economic impacts [16,17], As performance is a means to achieve the organization's goals in the future [18].

Involving the introduction of new methods of production of goods and services [19]. The first component of the green marketing mix is the green product [11], Green products, sustainable products and ecologically friendly items are just a few brands that frequently include this characteristic [21], Environmentally safe goods and services include everything that doesn't hurt the environment [22], decided that a green product is one made using ecologically beneficial practices and toxin-free materials, as recognized by international environmental conservation groups [23,24]. Mungai [25] also noted customers select certain items and steer clear of others based on how they affect the environment, since they disapprove of such things.

Innovative production also refers to generating new ideas based on the inspiration, perceptions and expectations that the customer needs in order to deliver a new product or continuously improve existing product features in a way that meets customers' needs, desires, expectations and implementation. Creative products refer to the introduction of new products with distinctive functional characteristics. Innovation in products involves significant changes in product design adding new value that attracts more customers. It also includes a fundamental change in product features making them more special and unique [26].

The innovative performance of the Green process produces and uses goods in an environmentally friendly manner and has a less damaging impact on the environment [27]. Xie et al. [28] defines the GPIP as the application or exploitation of new production processes for companies that reduce environmental pollution compared to related alternatives.

The GPIP encapsulates the majority of the changes made to manufacturing processes and systems to create goods that are closely tied to environmental goals Lin et al. [29] argued that Akbari et al. [30]. The GPIP develops new processes and enhances existing ones to lessen uncertainty and boost organizational internal processes' productivity and efficiency. Therefore, two theories could be created: 

• The first assumption is that the increasing interest of the administrative leadership of the General Company for the Industry of medicines and Medical supplies in GPIP contributes to building a strong connection with the GPIP 

• Second hypothesis: The increasing interest of the administrative leaders in the General Company for the Industry of medicines and Medical supplies in GPIP contributes to the GPIP and form 1 illustrates the hypothetical plan of the study

Study Problem

The rapid developments and changes witnessed by the industrial environment reflected the necessity of introducing the concept of agent ability in all its fields, especially the activities of the supply chain, in order to improve Green Process Innovation Performance, which will improve the production or service process. This means that it needs creative production mechanisms to ensure that production waste is reduced and from this point of view the problem of study, which can be formulated in the fundamental question of (can creative production mechanisms be employed to improve the Green Process Innovation Performance?) In order to answer this question, the following sub-questions must be answered:

• What level of awareness does the company have of creative production?

• What is the level of Green Process Innovation Performance in the sample?

• Is there a moral impact relationship between creative production and the innovative performance of the green process? 

The Importance of Study 

The importance of the study stems from the importance of its variables, as the current study highlights the existence of two important gaps that distinguish it from the other studies that dealt with its subjects by comparing them with other variables, as the previous studies focused on producing products without caring for the environment. This study focuses mainly on analyzing and studying the behavior that cares for green production as a contemporary phenomenon suffered by the service sectors, including pharmaceutical companies in particular, which requires attention and also tries to bridge the knowledge gap through studying the relation between creative production mechanisms and the innovative performance of the green process.

Therefore, the increased intellectual value that scientific research provides illustrates how important it is, the study contributes to providing a set of basic bases through which its importance can be shown in relation to other subjects, as follows:

• The modern subjects of study in the local and Arab academic aspects, which indicates that this study is an important study in contemporary administrative thought in general

• The increasing orientation of academics and practitioners toward understanding and analyzing creative production as a contemporary product approach, giving the current study special importance in motivating researchers to carry out further research and study

• The paucity of productive studies and research that cares for the creative aspect of the green process

Objectives of the Study 

The current study provides a conceptual framework that explains a structural model for the innovative performance of the Green process based on the organization's approach to adopting new creative production mechanisms that contribute to the development of the company's considered performance. The objectives of the study could therefore be formulated as follows:

• To identify the well-considered organization's level of awareness of your creative production

• Identify the creative performance of green processes in a sample

• Identify there is a moral influence relationship between creative production and the innovative performance of the green process

   

Study Standards 

The study was based on the survey measurement tool in order to measure the availability of study variables at the management leadership of the General Company for Pharmaceuticals and Medical supplies Industry in Samarra, where GPIP was measured by 23 paragraphs through the adoption of the standard [31]. The innovative performance of the Green process was measured by (4) paragraphs through the adoption of the standard [1].

Sample Study

The sample of the study was represented in a group of administrative leaderships in the General Company for Pharmaceuticals and Medical supplies Industry in Samarra. The data was gathered and tabulated and it was discovered that there were enough forms for analysis to fill out a total of 133. Equal to a response rate of 88.67%, at a moral level less than 0.05, a confidence rate of 95% and at a rate of alpha-Cronbach stability of the measurement tool exceeded 70% and 0.846% for GPIP and 0.835% for performing the green operation [32].

Study Sample Description 

The results of Table 1 show that the overall rate of GPIP was 3.58 and with a standard deviation of 0.717, which means that the company is interested in improving its capabilities to deliver creative products capable of meeting the requirements, needs and desires of the target sample and this is due to the interest in paragraph 4 of an arithmetic mean (3.67) and a standard deviation of (1.013).

The results also showed that the general average of the performance of the green operation reached 3.63 with a standard deviation of 0.408, which came as a result of the interest in the seventh paragraph of an arithmetic mean (4.18) of a standard deviation of 0.833. This means that the study sample company is interested in using mechanisms that ensure the safety and safety of the target sample by focusing on the delivery of clean, side-impact-free products.

Table 1: Computational Milieus and Standard Deviations of Study Paragraphs and Variables

Test Hypotheses

The results of Table 2 indicate a statistically significant correlation between GPIP and green process performance, as the value of the link (0.564) means that the company is interested in improving its GPIP capability with a view to improving green process performance activities in its products.

Table 2: Correlation Matrix 

The results of Table 3 show a moral effect of GPIP on the GPIP, which means that increased interest in GPIP leads to an improvement of 0. 854 in the GPIP. This reduces the error to (0.041), which means that GPIP contributes to explaining (0.730) the issues and constraints facing the company to improve its green process performance (Figure 2).

Table 3: Benchmarks of the Impact of GPIP on the GPIP 

Figure 2: Standard Model of the Impact of GPIP on Green Process Creative Performance

Results 

The results of the study demonstrated a number of key points to improve the creative green process performance of the target organization, as follows:

• GPIP affects the GPIP, which means that most of the company's leaders are capable enough to grow the company

• Lack of understanding and application of concepts of GPIP and creative performance resulting in a failure to implement functions that can improve green process performance

• The study concluded that the company is not very capable of responding quickly to developments in its operation to meet the needs and needs of all different customer groups 

• The results of the study showed that the company does not use the latest technology to deliver the best products as quickly as possible and the company does not seek to develop and deliver innovative products faster than outside competitors

Recommendations

• The need to pay attention to GPIP in the pharmaceutical company in Iraq because it has a positive effect on enhancing the green operation performance 

• A well-educated company must increase its interest in GPIP, further improving the innovative performance of the Green process, requiring it to use modern mechanisms and technologies in its production processes

• The company needs to build a network of innovative communications between all its divisions in order to create a clear vision of where the focus is to improve the GPIP, which requires them to generate more new ideas and innovations to develop their products

• The company must invest its various resources and capabilities in order to achieve excellence in its products, which will require it to increase its interest in creating a culture of creativity and to support innovative ideas with the informed leadership

• The need to enhance human resource efficiency and intellectual capital to encourage leaders to engage in new ideas by engaging them in the green creative process through the use of the core activities that underpin the rest of the company's activities

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