مدركات مدراء التسويق لأبعاد قياس الأداء الاستراتيجي و أثرها على الممارسات التسويقية الاستراتيجية : دراسة ميدانية

Abstract EN

Balanced Score Card (BSC) technique from the marketing point of view In this paper we planned to look at realize the marketing managers' perceptions through their perception of Strategic Performance Dimension of view; balanced scorecard (BSC).

The respondents in this study were a group of marketing managers working at different companies (Experiences in number of years and the type of Activity ) of New Damietta City Industrial companies, Egypt.

It has been observed trough literature and a limited Marketing Managers'survey that only financial perspective measures is used with objectives.

Balanced Score Card (BSC) enables to measure objectives across four perspectives: (1) the financial perspective, (2) the customer perspective, (3) the internal business process perspective, and (4) the learning and growth perspective.

Hypothesis is formulated about the relationship between perception of marketing managers about the Dimension of view; Balanced Score Card (BSC) and the type of the companies Activity and Experiences in which they are performing their duties.

The researcher also designed a questionnaire that was distributed based on a population of 167 marketing managers is selected from the population of Industrial companies.

The year of study was 2010.

managers' survey instrument that measures Balanced Score Card Dimension.

The result of the study shows that there are significant differences between the two types of companies based on the marketing managers' perceptions of balanced scorecard Dimension.

The technique of One Way Analysis of Variance ANOVA, T.test is useded.

Descriptive analysis is also employed.

Reliability and validity of the scale is tested.

After discussing the findings some policy implications are suggested for the Industrial companies also to practitioners seeking an understanding of a practical managerial tool.

Limitations of the study are highlighted and further research discussions are suggested.