أثر الأنشطة الترويجية للشركات الصناعية على أدائها التصديري : دراسة مقارنة بين شركات الصناعات الغذائية و شركات الصناعات الكيميائية في الأردن

الملخص EN

This study aims at examining the promotional activities exerted by the working Jordanian exporting industrial companies in the sectors of foods and chemical industries on their exporting performance and the investigation of how diverse are the effects of the exerted promotional activities on the exporting performance in accordance with the systematic characteristics of each; (that is in terms of experience, size and kind).

Therefore, 95 exporting industrial companies in both fields (62 food companies, 33 chemical companies) have been explored then the results were analyzed using the methods of the descriptive survey.

Here are the most important outcomes that had been reached in the study: 1- The amount of promotional activities executed by exporting industrial companies in both domains does not exceed 61%, which is considered a low percentage in general.

2- The promotional activities exerted by the working exporting companies in both sectors (food industries and Jordanian chemical industries) do have an effect on their industrial performance.

3- There is a difference in adopting promotional activities in international markets between the two domains since it was evident that the food companies utilize promotional activities much more in comparison with the chemical industrial companies.

4- There are no differences in the effect of promotional activities on the exporting performance according to the type of the exporting company or its exporting experience or its sizes in both sectors.

Consequently, a number of recommendations had been reached based on the study's results for the consideration of the decision makers in these companies.