تأثير القابليات الحركية في تعزيز التوجه نحو السوق : بحث تطبيقي في قطاع الفنادق في محافظة النجف الأشرف

Abstract EN

This paper aims to reviewing of conceptual and epistemological frameworks of dynamic capabilities and market orientation field, besides identifying and determination of impact level of these factors in hotels activities sector of Al-Najaf Al Ashraf province.

The essence of this paper focuses on the answer on the following query “Is there any relation between dynamic capabilities and market orientation, scope of their effect and the trend of this relation?” In the sake of fulfillment of this study goals and to answer on the query referred to above, a sample of sixty six of hotel managers was chosen representing about 25% of that whole community sector and given a questionnaire form and resumed after being processed.

A number of conclusions have been drawn through this study; the most important of the is that the hotels sector is always in need of to be modified and harmonized with the changes that should be realized before coming about.

The second conclusion is the experience acquainted from the previous events and activities and customers’ needs, finally resulting in integrating of these activities altogether in order to formulate and develop a market orientation strategy, then fulfillment of goals.