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Register a new userThe Effects of Market Orientation and Environmental Variables on Organization’s Performance :A Survey of Syriatel and MTN Centers in Tartous Governorate
أثر التوجه بالسوق في أداء المنظمة"دراسة مسحية على مراكز Syriatel & MTN في محافظة طرطوس"
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Tishreen University ورقة بحثية
Publication date
2014
fields
Business Management
and research's language is
العربية
Created by
Shamra Editor
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تواجه منظمات الأعمال تحديات كبيرة تؤثر في أدائها، و خاصةً أنها تمارس نشاطها في بيئة تتسم بعدم الاستقرار. هدفت الدراسة إلى معرفة أثر التوجه بالسوق في أداء المنظمة، من خلال دراسة مسحية على مراكز Syriatel & MTN في محافظة طرطوس، و قد تم الحصول على البيانات من خلال استبانة مصممة لقياس التوجه بالسوق، كذلك تضمنت الاستبانة مجموعة أسئلة خاصة بقياس المتغيرات البيئية، بوصفها عوامل داعمة لاستراتيجية التوجه بالسوق، تم توزيع الاستبانة على العاملين في المنظمات محل الدراسة و تم الاعتماد على برنامج التحليل الإحصائي SPSS. أظهرت الدراسة وجود علاقة إيجابية ذات دلالة إحصايئية بين (التوجه بالسوق، المتغيرات البيئية) و أداء المنظمة عموماً، إذ بلغت قيمة معامل الارتباط بين المتغيرات المستقلة و المتغير التابع 73%، و معامل التحديد 53.2%، و ذلك عند درجة ثقة 95%، كذلك أظهرت الدراسة أن الاضطرابات التكنولوجية كأحد عناصر المتغيرات البيئية تؤثر سلباً على أداء المنظمات محل الدراسة، فيما تؤثر كل من توليد الاستخبارات و اضطرابات السوق تأثيراً إيجابياً في أداء المنظمات محل الدراسة.
Organizations face significant challenges affecting their performance, especially as they operate in an unstable environment. This study aims to investigate the effect of market orientation on organization‘s performance, through a survey covering Syriatel and MTN Centers in Tartous Governorate. This study's data have been collected through a questionnaire designed to measure market orientation and environmental variables. The SPSS program is used for obtaining results. This research shows a positive relationship between market orientation and environmental variables and the organization’s performance in general. The value of the correlation coefficient between the independent variables and the dependent variables is 73%, and the coefficient of determination is 53.2% when the degree of confidence is 95%. This study also shows that technological turbulence, as a component of environmental variables, has a negative effect on organization‘s performance, whereas both intelligence generation and market troubles have a positive effect on organization‘s performance.
References used
Bernard, J.Ajay, K.”Market Orientation: Antecedents and consequences” .Journal of marketing. Vol.57 (July1993), 53-70
Pulendran,S and Robert E. “The Antecedents and consequences of market orientation”. Melbourne Business School.Australian Journal of Management, Vol. 25, No. 2, September 2000, September 2000
Kumar, K and Subramanian,R.”Examining the market orientation-Performance relationship: A context-specific study” Jornal of Mangement, 1998,Vol.24, No.2.201-233
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