Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


The impact of market orientation on organizational performance: the moderating role of innovation in medium enterprises

Author(s): Abdullah Ahmad AL-Shourah

The purpose of this study aims mainly to identify the impact of Market Orientation in its dimensions (Customer orientation, Competitor orientation, Inter-functional coordination, and Supplier orientation) on organization performance in light of the presence of Innovation as a moderating variable in Jordanian Medium Enterprises. The study population consisted of workers in the upper and middle management in Jordanian Medium Enterprises.

A proportional stratified random sample consisted of (269) individuals. The descriptive-analytical method was used via a questionnaire developed as a tool to collect data, it consisted of (52) items. Several statistical methods were used, including multiple linear correlation test, Pearson correlation coefficient, the allowed variance and contrast variation coefficient, the self-correlation test using the Durban-Watson correlation coefficient, simple and multi-step and gradient regression analysis tests, as well as hierarchical regression analysis. The study outcomes showed that; there is an effect of Market Orientation on organization performance in Jordanian Medium Enterprises, and there is a difference in the moral impact of the dimensions of Market Orientation on organization performance depending on Innovation differences.

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