دراسة العلاقة بين استراتيجية التوجه نحو السوق و السلوك الإبداعي في شركات صناعة الأدوية الأردنية

الملخص EN

This study aims at examining the relationship between market orientation strategy and the innovative behavior in pharmaceutical sector in Jordan from the perspective of its employees.

A questionnaire of twenty-seven questions was designed and administered among 160 informants who represent 20% of the study population.

Only 152 (76.

0%) resvonses were received.

In order to evaluate the relationship between market orientation strategy and the innovative behavior, the data was processed by the use of SPSS V-17.

Descriptive statistics was used to evaluate the implementation of marketoriented strategy, customer orientation, competitor orientation and innovative behavior in studied firms.

The results of factor analysis and reliability test were used to validate the measures.

A Regression analysis and Statistics t were then performed to determine whether developing a market orientated strategy is associated with innovative behavior.

The results revealed that the employees’ evaluation of innovative behavior and market orientation strategy in terms of its all dimensions (Customer orientation, implementing market orientation strategy and competitor orientation) was positive.

In addition, the results showed that there is a positive statistically significant (α≤0.05) relationship between all the market orientation dimensions and innovative behavior.

The study recommends firms to review the market orientation strategy continuously to reinforce its positive aspects and correct its negative ones.

The study also recommends firms to recognize the employees' training needs, design appropriate training programs, encourage internal innovation, and develop a unit in the organizational structure to provide social and financial support and transform innovative behavior into innovative results.