دور المعرفة التسويقية في تحسين القدرة التنافسية : دراسة تطبيقية على الصناعات الكهربائية الأردنية

Abstract EN

The study aimed at measuring and knowing the role of marketing knowledge in its dimensions (tacit knowledge, explicit knowledge, strategy knowledge, market knowledge, supplier knowledge, partner knowledge, customer knowledge, competitor knowledge, process knowledge, product knowledge) in improving and raising competitiveness in terms of (attractiveness of product, volume of sales, volume of profits, after-sales service, selling skills) of the Jordanian electrical industries.

In order to achieve the goals of the study, the descriptive analytical approach was used as it is the most appropriate approach for such studies.

The study used the appropriate sample in collecting its data through a specialized questionnaire which is being developed for this purpose, as it is distributed 450 questionnaires on the suitability of the employees of Jordanian electrical industries companies, in order to seek their views on the subject of the study.

A number of 405 questionnaires were retrieved, and after examining them it was found that 9 questionnaires were not valid for analysis as they were marred by fundamental flaws, meaning that the total of valid questionnaires is (396) questionnaires, where 88% of the questionnaires that were distributed were analyzed and statistically processed.

The study showed a set of results, among them: the existence of a role for marketing knowledge in improving the competitiveness in the Jordanian electrical industries, and that this role is uneven, as it came after explicit knowledge in the first place, and the partner's knowledge came last.

While the study recommended that the Jordanian electrical industries companies that were subject to the study increase their interest in increasing the level of marketing knowledge in all dimensions due to its importance in improving competitiveness, and empowering employees in the sales and customer relations departments in a way that gives them freedom to negotiate with customers.