Yıl 2011, Cilt: 3 Sayı : 1 Sayfalar 99 - 108 2011-06-01
INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)
Mohammed Ashour
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Öz 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.

Anahtar Kelimeler

Marketing Orientation, Organisational Performance, Telecommunication Industry, Jordan.
Avlonitis, G.J. and Gounaris, S. P. (1997), “Marketing Orientation and Company
Birincil Dil
Konular
Yayımlanma Tarihi 1 Haziran 2011
Bölüm Makaleler
Yazarlar
Tarihler

Yayımlanma Tarihi : 1 Haziran 2011


Makalenin Yazarları
Mohammed Ashour