University of Khartoum

العوامل المؤثرة في التوجه بالسوق دراسة تطبيقية على الشركات الليبية الصناعية

العوامل المؤثرة في التوجه بالسوق دراسة تطبيقية على الشركات الليبية الصناعية

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Title: العوامل المؤثرة في التوجه بالسوق دراسة تطبيقية على الشركات الليبية الصناعية
Author: الحمرى, خميس محمد خميس
Abstract: This research problem aims to identify internal and external factors affecting market orientation, a case study applied to a sample of Libyan industrial companies (public business sector and companies of private business sector ), in according with either years of experience or its span in the industry. To achieve the research objectives by investigating the correlations between the dimensions of market orientation and the internal and external factors affecting the market orientation and performance, on one hand, and to determine whether there is a correlation that a statistically significant between said variable, a set of hypotheses has been developed to test the referred to above correlation, taking into consideration some moderator variables related to said companies (type of the company's ownership and the duration of the company's experience In the market) The following are the research hypotheses: 1.There is a positive correlation between internal factors of the company(support of senior management, risk tolerance, management training, marketing education, centralization, formality, remuneration systems, conflict between managements, and communication between managements) and marketing performance 2. There is a positive correlation between internal factors of the company(support of senior management, risk tolerance, management training, marketing education, centralization, formality, remuneration systems, conflict between managements, and communication between managements) and the degree of enterprise in the market orientation. 3. there is correlation between market orientation (client support, information collection, dissemination of information and response) and marketing performance. 4. Market orientation (client support, information collection, dissemination of information and response) intermediate the correlation between the internal factors of the company and marketing performance. 5.When external factors( severity of competition, market fluctuation and technology change) are powerful, its impact on both the internal factors of the company and marketing performance will also be powerful. In order to collect necessary date a questionnaire statement was designed and distributed to stratified sample the number of which is 258 individuals, in this regard; however, numeral statistical methods were used to test the goodness of fit quality, reliability, consistency, dependency and deviations. The research has also used statistical correlation and deviation tests and measurements available in the well- known Statistical Package for the Social Sciences(SPSS). The research then analyzed the data and research a number of findings the most important of which is that, some dimensions of company's internal factors (support of senior management, risk tolerance, management training, marketing education, centralization, formality, remuneration system, and communication between managements) in the Libyan industrial companies have a positive correlation to the marketing performance. However, both dimensions of centralization and conflict between the managements have negative impact on the marketing performance. Overall dimensions of market orientation, on the other hand, (client support, information collection, dissemination of information and response) have a positive correlation to the marketing performance. Market orientation (information collection, dissemination of information) intermediate the correlation between internal factors of company (centralization dimension) in Libyan industrial companies. The research findings have also shown that, the dimensions of the external factors (severity of competition, market fluctuation and technology change) have a powerful impact of the marketing performance in te Libyan industrial companies. Based on said findings, the research suggested a set of recommendations key of which is that, the research fully recommended that, administrators Should appreciate the significance of market orientation, as well as internal factors, as starting points towards the achievement of excellence over competitors by acquiring a competitive position. The research strongly recommended that, administrators should work to promote the concept of market orientation and the internal factors among employees of overall levels, through engagement in a awareness sessions regarding the mode of disseminating and spreading the thought and strategies of market orientation. The research particularly recommended management to have a keen interest in analyzing the components of both market orientation and internal factors, as well as analyzing the aspect of deficiency-related thereto, where, findings have actually shown the rise of the degree of centralization and conflict between sections, which have in turn a negative impact on the marketing performance. The research significantly recommended the Libyan industrial companies to work for obtaining a timely information and timely circulation thereof between sections, in a manner which achieves an active response to such information in order to prompt decisions making.
URI: http://khartoumspace.uofk.edu/123456789/25353


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