期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2019
卷号：14
期号：2
页码：115-124
DOI：10.5539/ijbm.v14n2p115
出版社：Canadian Center of Science and Education
摘要：The present study aimed at identifying the impact of strategic fit on the marketing performance of the industrial corporations in Jordan. The population consists from all the Jordanian industrial corporations that are listed on Amman Stock Exchange. To be specific, the population consists from 63 companies. A sample was chosen through using the simple random sampling method. It was selected from 54 companies. Questionnaire forms were distributed to marketing, and administrative directors (or the ones holding equivalent positions). 76 questionnaire forms were retrieved (out of 108 questionnaires). All of the retrieved forms are valid for statistical analysis. The response rate is 70.37%. The latter rate is considered a good rate. Several results were concluded. For instance, it was found that the strategic fit has a statistically significant positive impact on the marketing performance of the Jordanian industrial corporations. The researchers recommend providing more attention to the achievement of strategic fit in the industrial corporations. That shall enable those companies to improve their marketing performance.
关键词：strategic fit; marketing performance; external strategic fit; internal strategic fit
