INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)

Authors : Mohammed Ashour

Pages : 99-108

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Publication Date : 2011-06-01

Article Type : Research Paper

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 insert ignore into journalissuearticles values(MO); for each mobile telecommunication service provider insert ignore into journalissuearticles values(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