Impact of Environmental Dynamism on Marketing Strategy Comprehensiveness and Organizational Performance

  •  Weal Idris    
  •  Raed A. Momani    


In highly competitiveness market, companies operate in an intense competitive atmosphere and further
globalization of markets, fundamental changes occurred, and forced many companies to rethink and adapt their
strategies to search for new philosophies and innovative management techniques to improve their competitive
position and performance. The main purpose of this study is to investigate the impact of environmental
dynamism on Marketing Strategy Comprehensiveness and Organizational Performance. Environmental
dynamism was measured through two dimensions: Intensity of Changes and Frequency of Changes.
Comprehensiveness Marketing Strategy was also measured through (5) items. The hypotheses were tested in the
domain of Cellular Communications Companies in Jordan. A total of (53) managers and head of section from
(60) was answered the questionnaire. Results indicate that environmental dynamism has a significant impact on
organizational performance and Comprehensiveness Marketing Strategy, Comprehensiveness Marketing
Strategy has significant impact on organizational performance. Results showed that Frequency of Changes is
superior impact on organizational performance than Intensity of Changes. To achieve Superior performance,
managers and head of section must dealing and managing with cases of environmental dynamism to
enhancement organizational performance for their companies.

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