مجلة الباحث الإقتصادي
Volume 9, Numéro 2, Pages 168-181
2021-12-30
Market Orientation Level, Organizational Structure, And Environmental Context: Examine The Jaworski And Kohli Framework
Authors : Bouhelal Fatima . Adouka Lakhdar .
Abstract
The purpose of this research is to examine the relationship among market-orientation strategies, organizational structure, and environmental uncertainty, depending on Jaworski and Kohli framework. Where, the market-orientation was studied through three strategies: generation of market intelligence, dissemination of the intelligence among the departments, response to the knowledge derived from the market intelligence. Organizational structure was studied through three dimensions: formalized, centralized, and specialized. The environmental uncertainty was studied through market turbulence and competitive Intensity. Where, the study was conducted by distribute a questionnaire on a group of Algerian enterprises. Where the results indicated that Algerian SMEs have adopted market-oriented strategies to some extent under organizational structures that are centralized and specialized. After factor analysis, we tested two hypotheses using structural equation modeling. We found that the environmental uncertainty have a significant impact on market-orientation strategies. As well as, centralization and specialization have also an impact on market-orientation strategies.
Keywords
market orientation ; organizational structure ; environmental uncertainty
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