The relationship between the strategic orientation and market orientation and their impact on Organizational Performance: A study of a sample of workers in the tourist town of Habbaniyah

Y. Mohammed, Omar; Z. Saleh, Waad

doi:10.33899/tanra.2018.143109

	The relationship between the strategic orientation and market orientation and their impact on Organizational Performance: A study of a sample of workers in the tourist town of Habbaniyah
TANMIYAT AL-RAFIDAIN
Article 1, Volume 37, Issue 117, 2018, Pages 9-34 PDF (731 K)
Document Type: Research Paper
DOI: 10.33899/tanra.2018.143109
Authors
Omar Y. Mohammed¹; Waad Z. Saleh²
¹Department of Marketing Management, Mosul University, Mosul, Iraq.
²Department of business Management, Mosul University, Mosul, Iraq.
Abstract
The study sought to explain the relationship between strategic orientation and market orientation and their impact on performance Organizational, so adopt search in which field Multi strategic orientation and market orientation as a variable explaining representatives (orientation aggressive, orientation analytical, orientation customers, orientation competitors), and performance Organizational as responsive variable and an outline of default to search reflects the nature of the impact between the strategic orientation and market orientation of the Organizational performance on the other. And resulted in a total of the main hypotheses were tested using the statistical (Spss.11) data collected through the questionnaire for individuals respondents (employees). The research found a total of the most important conclusions: There is a positive role for strategic orientation variables and market orientation in Organizational performance through correlation and effect relationship is of significance between the variables of research.
Keywords
Strategic orientation; Market orientation; organizational performance

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