Market Orientation and Business Performance: Evidence from Libya

المؤلفون

  • د.صبري جبران محمد الكرغلي

الكلمات المفتاحية:

التوجه نحو السوق، أداء الشركات، ليبيا

الملخص

تهدف هذه الورقة البحثية الحالية إلى القيام بدراسة استكشافية للتعرف إلى أي مدى تقوم المنظمات الليبية بتبني تطبيق مفهوم التوجه نحو السوق كاستجابة للتغيرات في بيئة الأعمال التي تمر بها الدول الليبية منذ منتصف الثمانينيات ، الدراسة أيضا تهدف إلى استكشاف تأثير كل من متغيري نوع النشاط و نوع الملكية على تبني تطبيق مفهوم التوجه نحو السوق و أداء الشركات الليبية.
فيما يتعلق بمنهجية البحث تم توزيع عدد 400 استمارة استبانة تم استرجاع 276 استمارة ثبت صلاحية 233 استمارة فقط للتحليل الإحصائي ، كما تم تبني مقياس التوجه نحو السوق المصمم من قبل كل من (1990 ,Narver and Slater) ، في حين تم قياس الأداء من خلال مقياس مكون من 9 عبارات تقيس الأداء تم اشتقاقها من أدبيات التسويق.
أما فيما يتعلق بنتائج الدراسة فقد تم التوصل إلى أن هناك نمواً في مستوى التبني لمفهوم التوجه نحو السوق خصوصا في القطاع الخاص ذي الأداء الأعلى. كذلك أثبتت النتائج وجود علاقة ارتباط بين تبني تطبيق مفهوم التوجه نحو السوق و الأداء لتدعم الدراسة بنتائجها نتائج دراسات أخرى سابقة أجريت بالولايات المتحدة وبريطانيا و بعض الاقتصاديات المتحولة في العالم.
إن الدراسة الحالية تعد إحدى الدراسات الهامة كونها تأتي استجابة للنداءات التي أطلقها علماء التسويق لأجل معرفة درجة تبني تطبيق مفهوم التوجه نحو السوق وتأثيره على الأداء المؤسسي بدول مختلفة من العالم، و من ثم فان الدراسة تساهم في ملء الفراغ في أدب التسويق في هذا الشأن ، أيضا تفيد نتائج هذه الدراسة الشركات الأجنبية التي ترغب في الدخول للسوق الليبي للاستفادة من مضامينها.
أخيرا تختتم الورقة بالتطرق لمضامين البحث من الناحيتين النظرية و العملية و القيود البحثية بالدراسة ثم الأبحاث المستقبلية الممكنة.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

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التنزيلات

منشور

2026-05-10

إصدار

القسم

Original articles