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The International Journal of eBusiness and eGovernment Studies

Yıl 2011 , Cilt 3 , Sayı 1

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Makale özeti
Başlık :

Investigating ``marketing orientation `` influences on achieving competitive advantage –within jordanian mobile telecommunication industry (behavioural- attitudinal perspective)

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Yazar kurumları :
University of Hertfordshire / Business School1
Görüntülenme :
165
DOI :
Özet Türkçe :

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.

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