- International Journal of eBusiness and eGovernment Studies
- Vol: 3 Issue: 1
- INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDA...
INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)
Authors : Mohammed Ashour
Pages : 99-108
View : 5 | Download : 2
Publication Date : 2011-06-01
Article Type : Other
Abstract :Several previous studies emphasised the importance of marketing orientation in achieving firms` competitive position, and many efforts have been focused on investigating Marketing Orientation-organizational performance relationship. However, the majority of previous researches have been conducted in Western cultures and within industrial contexts. This research is an attempt to achieve a comprehensive understanding of the adopted levels of Marketing Orientation (MO) for each mobile telecommunication service provider (TSP) in Jordan, and to assess its effects on achieving competitive advantage -through integrated perspective- taking into account the attitudinal and behavioural views.Keywords : Marketing Orientation, Organisational Performance, Telecommunication Industry, Jordan.