Interfirm technological concerns regarding the adoption of the marketing concept: the case of the manufacturing sector in Jordan

Abstract

It is well-known, around the world, that well-managed business organizations have, for long, replaced the old strategy of a production orientation with a marketing orientation. A marketing orientation implies the "seriousness" of carrying out the marketing concept which, in turn, means satisfying customers' needs and wants. Most, if not all, business organizations in developing countries are production oriented and in an attempt to study this phenomenon, researchers and writers have related the negligence of the marketing concept in developing countries to factors like: The intangibility of marketing lack of natural resources, lack of specialized institutions, etc. Almost none of those researchers and writers have investigated the interfirm technological concerns regarding the adoption of this concept in developing countries. The objective of this research was to study the interfirm technological concerns that hinder the adoption of the marketing concept by Jordanian manufacturers. The quantitative approach utilized for this study facilitated the examination of these concerns and therefore, many conclusions are reached which could be of great importance to writers and researchers. However, this study does not answer questions as to how these concerns could be resolved, or in what ways the firms of these countries could make good use of this concept, which are left for future research.