The impact of competitive strategies and customer orientation on marketing performance : a field study of a sample of medicine producing companies in Algiers

الملخص EN

This study aims to identify the impact of competitive strategies and customer orientation on the marketing performance of medicine-producing institutions in Algeria, from the point of view of a sample of marketing officials in institutions.

A study model has been developed that takes into account the relationship between the independent variables represented in competitive strategies (cost leadership strategy) Excellence strategy, focus strategy) and customer orientation, and the dependent variable represented in marketing performance, which includes different dimensions (profitability, market share, customer satisfaction), and two main assumptions were made, and They were tested using a set of statistical methods, and the study found a statistically significant effect of competitive strategies (cost leadership strategy, differentiation strategy, focus strategy) on the marketing performance of the institutions under study, and a statistically significant impact of customer orientation on marketing performance, and in addition To important conclusions and to suggest a set of recommendations aimed at strengthening the role of competitive strategies and customer orientation in the marketing performance of pharmaceutical institutions in Algeria