@article{article_275868, title={INVESTIGATING ``MARKETING ORIENTATION `` INFLUENCES ON ACHIEVING COMPETITIVE ADVANTAGE –WITHIN JORDANIAN MOBILE TELECOMMUNICATION INDUSTRY (BEHAVIOURAL- ATTITUDINAL PERSPECTIVE)}, journal={International Journal of eBusiness and eGovernment Studies}, volume={3}, pages={99–108}, year={2011}, author={Ashour, Mohammed}, keywords={Marketing Orientation, Organisational Performance, Telecommunication Industry, Jordan.}, 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.}, number={1}, publisher={Sosyal Bilimler Araştırmaları Derneği}