The Impact of Competitive Strategies and Customer orientation on Marketing Performance – A Field Study of a Sample of medicine Producing Companies in Algiers-

زبير صابرينة

Article Details

The Impact of Competitive Strategies and Customer orientation on Marketing Performance – A Field Study of a Sample of medicine Producing Companies in Algiers-

Authors:

زبير صابرينة

Publisher:

Université Ziane Achour de Djelfa

Journal:

مجلة إدارة الأعمال والدراسات الاقتصادية Vol.6 Issue 2, pp.109-128

Document Type:

Article

Publication Date:

6/2020

Document Language:

English

Document ID (Org No.):

2001477710

pISSN:

2602-5078

Keywords:

Abstract:

 This study aims to identify the impact of competitive strategies and customer orientation on the marketing performance of medicine-producing institutions in Algeria, from the point of view of a sample of marketing officials in institutions. A study model has been developed that takes into account the relationship between the independent variables represented in competitive strategies (cost leadership strategy) Excellence strategy, focus strategy) and customer orientation, and the dependent variable represented in marketing performance, which includes different dimensions (profitability, market share, customer satisfaction), and two main assumptions were made, and They were tested using a set of statistical methods, and the study found a statistically significant effect of competitive strategies (cost leadership strategy, differentiation strategy, focus strategy) on the marketing performance of the institutions under study, and a statistically significant impact of customer orientation on marketing performance, and in addition To important conclusions and to suggest a set of recommendations aimed at strengthening the role of competitive strategies and customer orientation in the marketing performance of pharmaceutical institutions in Algeria.

Article Details

The Impact of Competitive Strategies and Customer orientation on Marketing Performance – A Field Study of a Sample of medicine Producing Companies in Algiers-

Authors:

زبير صابرينة

Publisher:

Université Ziane Achour de Djelfa

Journal:

مجلة إدارة الأعمال والدراسات الاقتصادية Vol.6 Issue 2, pp.109-128

Document Type:

Article

Publication Date:

6/2020

Document Language:

English

Document ID (Org No.):

2001477710

pISSN:

2602-5078

Competitive strategies

customer-oriented

marketing performance

Issues

Article Details

The Impact of Competitive Strategies and Customer orientation on Marketing Performance – A Field Study of a Sample of medicine Producing Companies in Algiers-

Authors: زبير صابرينة

Publisher: Université Ziane Achour de Djelfa

Journal: مجلة إدارة الأعمال والدراسات الاقتصادية Vol.6 Issue 2, pp.109-128

Document Type: Article

Publication Date: 6/2020

Document Language: English

Document ID (Org No.): 2001477710

pISSN: 2602-5078

Competitive strategies

customer-oriented

marketing performance

Issues

Authors:

زبير صابرينة

Publisher:

Université Ziane Achour de Djelfa

Journal:

مجلة إدارة الأعمال والدراسات الاقتصادية Vol.6 Issue 2, pp.109-128

Document Type:

Article

Publication Date:

6/2020

Document Language:

English

Document ID (Org No.):

2001477710

pISSN:

2602-5078