التوجه بالسوق عامل تمييز بين أداء المؤسسات : دراسة مقارنة بين المؤسسات الوطنية و المؤسسات المتعددة الجنسيات في الجزائر

Abstract EN

Adopting market orientation means for firms the implementation of the recent and extended marketing concept, thereby leading to superior performance.

This study focus primarily, not only on business performance as consequences of market orientation, but also on comparing the extent to which the marketing concept has been adopted between national and international organizations in Algeria context.

After we briefly review the market oriontation and performance concepts in marketing literature to present theoretical construct, we complete it with qualitative research by using a survey method to examine market orientation- performance relationship, and to examine the national and international organizations differences in the extent to which they generate market intelligence, disseminate it intemally, and take action based on the intelligence.

A multiple individuals were surveyed in certain organizations.

We selected non-randomly the individuals in charge of organisations and the senior managers of each department.

Responses were obtained from 256 of 300 questionnaires administrated (85.33% response rate).

The greater the market orientation of an organization, the higher its business performance.

National private, national public and international organizations differ in the extent to which they generate, disseminate and respond to market intelligence.

the adoption and implementation of marketing concepts should be the first priorities of public sector in Algeria as sustainable factor to perform better.

Innovation oriented organisation might facilitate the conversion of market oriention business into superior corporate performance.