دراسة العلاقة بين إستراتيجية التوجه نحو السوق والمنظمات الإبداعية

Mr. Kamel Al-hawajreh; Mr. Firas Otoum

doi:10.36394/jhss/8/1/8

Authors

Kamel Al-hawajreh * Petra University
Kamel8@gmail.com
Firas Otoum Petra University

DOI:

https://doi.org/10.36394/jhss/8/1/8

Keywords:

Market -Orientated Strategy, Innovative organizations, Collection and use of market information

Abstract

This paper examines the relationship between market orientation strategy and innovative organizations. It aims at understanding how market orientation can improve organizational innovativeness by considering customer needs in developing new products, which should result in better competition position and enriching strategic knowledge and innovation. The study was implemented on the pharmaceutical sector in Jordan with a sample of (136) elements. Factor analysis was used to validate the measures. A correlation analysis was then performed to determine whether developing a market orientated strategy is associated with innovative organizations. The results showed that there is a strategic relation between the two variables (R: 0.65). Overall, the study recommends using marketing information system, particularly marketing intelligence, to find, follow, and improve innovative ideas.

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