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Register a new userMarket Orientation and Its Impact on Maximizing The Ability of Competitiveness - A Survey Study of Industrial Companies That have The ISO in Lattakia
التوجه بالسوق و أثره على تعظيم القدرة التنافسية دراسة ميدانية على المنظمات الصناعية الحاصلة على الأيزو في اللاذقية
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تهدف هذه الدراسة إلى التّأكّد من مستوى تطبيق التوجه بالسوق بأبعاده الثلاثة (التوجه بالعميل, التوجه بالمنافسين, و التوجه بالتنسيق الوظيفيّ الداخليّ), و التعرّف إلى أثر هذا التطبيق في القدرة التنافسية للمنظمات الصناعية في اللاذقية و الحاصلة على الأيزو, بالإضافة على قياس مستوى ثقافة التوجه بالسوق في المنظمات المذكورة, و تكتسب هذه الدراسة أهميتها بشكلٍ أساسيّ من كون بيئة الدراسة, و عينة الدراسة جديدة بالنسبة لتطبيق التوجه بالسوق في المنظمات الصناعية, كما يعدّ التوجه بالسوق من الأساليب الإدارية الحديثة المطبقة في الكثير من المنظمات الصناعية الناجحة في عالم الأعمال اليوم, الذي يتصف بالتغيرات المتسارعة, و المنافسة الشديدة في السوق, و قد توصلت الدراسة إلى أنّ المنظمات الصناعية التي تضمنها مجتمع البحث تطبق التوجه بالسوق بدرجة عالية, و أنّ هذا التطبيق يؤثر على قدرتها التنافسية, كما أنّ الثقافة التنظيمية اللازمة للتوجه بالسوق موجودة بنسبة مقبولة, و قد أوصت الدراسة بضرورة متابعة الشركات للدّراسات التي تتناول مفهوم التوجه بالسوق، و كيفية تطبيقه و فوائده، حتّى تكون قادرةً على المنافسة في السّوق المحلية و العالمية.
This study aims to ascertain the level of application-oriented market dimensions of the three (customer orientation, competitors orientation, and Internal Functional Orientation), and identify the impact of this application on the competitiveness of organizations in Lattakia and developments on the ISO, in addition to measuring the level of a culture oriented to the market in mentioned organizations, and This study is important mainly from the fact that the study environment, and a sample study new to the application-oriented market in industrial organizations, as is the trend in the market of modern management techniques applied in many industry organizations successful in today's business world, which is characterized by changes rapidly, and intense competition in the market, The study found that industrial organizations included in the research community applied to go the market with a high degree, and that this application affect its competitiveness, and organizational culture necessary to go in the market place and by acceptable, The study recommended the need for follow-up to companies to studies dealing with the concept of market orientation and how to apply and benefits in order to be able to compete in domestic and global market.
References used
NARVER, J. C.; & SLATER, S. F. The Effect of a Market Orientation on Business Profitability. Journal of Marketing USA, No.4, Vol 54, 1990, pp.20−35
KOHLI, AJAY K.; and Bernard J. JAWORSKI. Market Orientation: the Construct, Research Propositions, and Managerial Implications, Vol.54, 1990, pp.1-8
NAIDOO, V. Firm Survival through a Crisis: The Influence of Market Orientation, Marketing, Innovation and Business strategy. Industrial Marketing Management, No.35, 2010, pp.2-10
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