أثر التوجه السوقي في تحقيق الاستراتيجيات التنافسية في شركات صناعة الأدوية البشرية الأردنية

الملخص EN

The study aimed to measure and analyze the impact of market Orientation on achieving competitive strategies at the Jordanian companies for human pharmaceutical manufacturing, the study population consisted of all managers in top and middle - level managements in these companies totaled of (6) companies, and the study conducted a comprehensive survey for job titles(General Manager, Deputy / Assistant General Manager, Department Director, Section Head) totaled of (240) respondents.

The study adopted the descriptive - analytical approach, and used a questionnaire consisted of (30) items as a tool to collect data from the study sample.

Several statistical methods were used, most notably arithmetic averages, standard deviations, and multiple regression analysis.

The study found that the application level of market orientation and competitive strategies dimensions at the Jordanian companies for human pharmaceutical manufacturing have reached a high degree, also, there is a statistically significant effect at the significance level of (α≤0.05) for market orientation with its combined dimensions (Customer Orientation, Competitors Orientation, Functional Integration) on achieving competitive strategies with its combined dimensions (Cost Leadership Strategy, Differentiation Strategy, Focus Strategy).

The study recommended the necessity of the Jordanian companies for human pharmaceutical manufacturing to adopt market orientation, for its important role on achieving competitive strategies