Assessment of Marketing Orientation Concept in Jordanian Service Industry

Abstract

Problem statement:The objective of this study was to explore the extent to which the concept of marketing orientation was clear and adopted by Jordanian service firms, focusing on the financial sector. Approach: Based on an empirical fieldwork. Results: The study concluded that the majority of Jordanian financial service firms had a misconception of marketing orientation concept. They believed that they exercise marketing orientation concept, while their actual practice of selling orientation. Conclusions: The study also concluded that the majority of these firms kept strategic planning at the top management level. Statistical testing showed that the length of experience in business was an important factor in the firm's clarity of the concept of marketing orientation. Several implications of the findings and recommendations were finally presented.

The Impact of Market Orientation on SMMEs in Developing Economies: A Case-study of Botswana

“…Market orientation as a driver of SMME service business performance has attracted scholarly interests as others question its relevance (Walsh and Lipinski, 2009). In an empirical study conducted on service SMMEs in Jordan, the findings revealed that the concept of MO is not clear and not adopted by most of the Jordanian service SMMEs (Ismail et al, 2009).…”