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

Year 2011, Volume: 3 Issue: 1, 99 - 108, 01.06.2011

Mohammed Ashour

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 (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.

Keywords

Marketing Orientation Organisational Performance Telecommunication Industry Jordan.

References

  • Avlonitis, G.J. and Gounaris, S. P. (1997), “Marketing Orientation and Company
  • Performance Industrial vs. Consumer Goods Companies”, Industrial Marketing Management, Vol. 26, pp. 385-402. Brown, R.J. (1987), “Marketing- a Function and a Philosophy“, The Quarterly
  • Review of Marketing”, Vol. 12, pp. 25-30. Day, G.S. (1994), “The capabilities of market-driven organizations”, Journal of Marketing, Vol. 58, pp. 37-52.
  • Day, G.S. and Wensley, R. (1988), “Assessing advantage: a framework for diagnosing competitive superiority”, Journal of Marketing. Vol. 52, pp. 1-20.
  • Diamantopoulos, A., and Hart, S. (1993), “Linking market orientation and company performance: preliminary evidence on Kohli and Jaworski's framework”, Journal of Strategic Marketing, Vol. 1, pp. 93-121.
  • Hooley, G., Fahy, J., Cox, T., Beracs, J., Fonfara, K. and Sonj, B. (1999),
  • “Marketing Capabilities and Firm Performance: A Hierarchical Model”, Journal of Market-Focused Management, Vol. 4, pp. 259-278. Kohli, A.K., Jaworski, B.J. and Kumar, A. (1993), “Markor: a measure of market orientation”, Journal of Marketing Research, Vol. 30,pp. 467-477.
  • Lafferty, B. A. And Hult, G. T. M. (2001), “A synthesis of contemporary market orientation perspectives. European Journal of Marketing”, Vol. 35,pp. 92-109.
  • Palmer, A. (2000), Principles of marketing. New York: Oxford University Press.
  • Payne, A. F. (1988), “Developing a Marketing-Oriented Organization”, Business Horizons, Vol. 31, pp. 46-53.
  • Slater, S. F. and Narver, J. C. (1995), “Market orientation and the learning organisation,Journal of Marketing”, Vol. 59, pp. 63-75.
  • Trout, J. and Ries, A. (1985), Marketing Warfare. New York: McGraw Hill.
  • Vorhies, D.W. and Harker, M. (2000), “The Capabilities and Performance
  • Advantages of Market-Driven Firms: An Empirical Investigation”, Australian Journal of Management, Vol. 25, pp. 145-172.

Year 2011, Volume: 3 Issue: 1, 99 - 108, 01.06.2011

Mohammed Ashour

Abstract

References

  • Avlonitis, G.J. and Gounaris, S. P. (1997), “Marketing Orientation and Company
  • Performance Industrial vs. Consumer Goods Companies”, Industrial Marketing Management, Vol. 26, pp. 385-402. Brown, R.J. (1987), “Marketing- a Function and a Philosophy“, The Quarterly
  • Review of Marketing”, Vol. 12, pp. 25-30. Day, G.S. (1994), “The capabilities of market-driven organizations”, Journal of Marketing, Vol. 58, pp. 37-52.
  • Day, G.S. and Wensley, R. (1988), “Assessing advantage: a framework for diagnosing competitive superiority”, Journal of Marketing. Vol. 52, pp. 1-20.
  • Diamantopoulos, A., and Hart, S. (1993), “Linking market orientation and company performance: preliminary evidence on Kohli and Jaworski's framework”, Journal of Strategic Marketing, Vol. 1, pp. 93-121.
  • Hooley, G., Fahy, J., Cox, T., Beracs, J., Fonfara, K. and Sonj, B. (1999),
  • “Marketing Capabilities and Firm Performance: A Hierarchical Model”, Journal of Market-Focused Management, Vol. 4, pp. 259-278. Kohli, A.K., Jaworski, B.J. and Kumar, A. (1993), “Markor: a measure of market orientation”, Journal of Marketing Research, Vol. 30,pp. 467-477.
  • Lafferty, B. A. And Hult, G. T. M. (2001), “A synthesis of contemporary market orientation perspectives. European Journal of Marketing”, Vol. 35,pp. 92-109.
  • Palmer, A. (2000), Principles of marketing. New York: Oxford University Press.
  • Payne, A. F. (1988), “Developing a Marketing-Oriented Organization”, Business Horizons, Vol. 31, pp. 46-53.
  • Slater, S. F. and Narver, J. C. (1995), “Market orientation and the learning organisation,Journal of Marketing”, Vol. 59, pp. 63-75.
  • Trout, J. and Ries, A. (1985), Marketing Warfare. New York: McGraw Hill.
  • Vorhies, D.W. and Harker, M. (2000), “The Capabilities and Performance
  • Advantages of Market-Driven Firms: An Empirical Investigation”, Australian Journal of Management, Vol. 25, pp. 145-172.
There are 14 citations in total.

Details

Other ID JA73MV27TV
Journal Section Articles
Authors

Mohammed Ashour This is me

Publication Date June 1, 2011
Submission Date June 1, 2011
Published in Issue Year 2011 Volume: 3 Issue: 1

Cite

APA Ashour, M. (2011). INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE). International Journal of EBusiness and EGovernment Studies, 3(1), 99-108.
AMA Ashour M. INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE). IJEBEG. June 2011;3(1):99-108.
Chicago Ashour, Mohammed. “INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)”. International Journal of EBusiness and EGovernment Studies 3, no. 1 (June 2011): 99-108.
EndNote Ashour M (June 1, 2011) INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE). International Journal of eBusiness and eGovernment Studies 3 1 99–108.
IEEE M. Ashour, “INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)”, IJEBEG, vol. 3, no. 1, pp. 99–108, 2011.
ISNAD Ashour, Mohammed. “INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)”. International Journal of eBusiness and eGovernment Studies 3/1 (June 2011), 99-108.
JAMA Ashour M. INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE). IJEBEG. 2011;3:99–108.
MLA Ashour, Mohammed. “INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)”. International Journal of EBusiness and EGovernment Studies, vol. 3, no. 1, 2011, pp. 99-108.
Vancouver Ashour M. INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE). IJEBEG. 2011;3(1):99-108.