أثر التوجه الاستراتيجي الاستباقي و الدفاعي على الأداء التسويقي و خصائص الشركات كمتغير معدل

الملخص EN

This study aimed to identify the impact of measuring the strategic orientation (proactive, and defensive) on the marketing performance (profitability, market share, and customer satisfaction), and companies features as a moderating variable for the industrial companies through a field study on the various marketing administrative units.

The study adopted the descriptive method, while its measures was developed based on the previous studies.

Due to its nature, the study relied on the purposive random sample, as well as on the questionnaire as a major method for data collection, besides using the Statistical Package for Social Science program (SPSS) for data analysis.

The study results indicated the existence of a statistically significant impact of strategic orientation (proactive, and defensive) on the dimensions of marketing performance.

The study calls for the higher administration in industrial companies to pay attention for strategic orientation and to disiminate the culture of strategic orientation to obtain distinquished results in the marketing business for industrial companies.