أثر البراعة التسويقية في الأداء التنافسي للمنظمة الدور المعدل لعدم التأكد البيئي : دراسة ميدانية على شركات صناعة الملابس الجاهزة في محافظة القاهرة بمصر

الملخص EN

Aim of the Paper : this paper aimed at testing the effect of marketing ambidexterity (MA) on organization’s competitive performance by examining the moderating role of environmental uncertainty (EU).

Study Design : the questionnaire was utilized to collect data about the research variables.

Regression analysis was used to determine relationships between variables and testing Hypotheses.

Sample and Data : the data were collected from 173 general managers representing a simple random sample of ready-made garment companies at Cairo Governorate, Egypt.

Results : the findings indicated a positive significant impact of MA but a negative significant impact of EU on competitive performance, as well as a significant moderating impact of EU on the relationship between MA and competitive performance.

Conclusion : the results of the study can enrich knowledge in the marketing field by responding to an organization’s concern about the impact of MA and EU on competitive performance.