Business Performance Between Market Orientation And Stakeholder Orientation

Résumé: The research purpose is to examine relationships among market-orientation strategiesstakeholder groups, depending on Jaworski and Kohli (1993); Narver and Slater 1990) framework, and Freeman (1984) framework. Where, stakeholder orientation was studied through four groups have repeatedly been identified as relevant to most corporations: customers, competitors, employees, and shareholders. The market-orientation was studied through two strategies: customer oriented strategy and competitor oriented strategy. As has been studied the impact of these relations on business performance (financial and market, and). Where, the study was conducted by distribute a questionnaire on a group of Algerian institutions using a sample of 120 companies based on previous studies. Where the results indicated that Algerian institutions have adopted on the competitors as a stakeholder, and the company strategy was oriented toward competitors, After factor analysis, we tested the hypothesis using structural equation modeling. We found that the there is a significant impact of the stakeholder groups (competitors) and market orientation strategies (competitor oriented strategy) on business performance (financial and market performance).

Publié dans la revue: مجاميع المعرفة