The Association of Organizational Level Factors and (Management) Personality with International Marketing Program Dynamism and Firm Performance

Adnan, Zaid Ali (2010) The Association of Organizational Level Factors and (Management) Personality with International Marketing Program Dynamism and Firm Performance. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The fundamental premise of successful firms possessing resources that are superior to those of their competitors has been prevalent in the related literature. This has fostered a wealth of research to determine the source, as well as the necessary maintenance, of these resources. Resources should possess certain characteristics that would benefit the firm, given that effective strategic deployment of resources at any time is moderated by the actions of competitors, and the dynamics of the external environment.

It is through this ongoing process of competing and ultimately succeeding through idiosyncratic resources that provides the catalyst for superior financial performance.

These capabilities, which are developed over time, provide a source of advantage that must be continually protected and improved.

Contemporary research focuses on the integration and identification of the variables necessary for a firm to achieve competitive advantage as indicated by performance levels. This research identifies these variables as learning orientation, market orientation and management personality.

This study incorporates the constructs of learning orientation, market orientation and management personality as they relate to market dynamism and firm performance. As firm performance is the ultimate measure of the existence, effectiveness, and interaction of these variables, this study explores the contribution of each variable to the firm’s performance.

A questionnaire was developed in which a total of 100 respondents from the Deira district of Dubai participated. The data collected from the survey was analysed using a statistical software application called SPSS. SPSS was used to measure the reliability, factor analysis and regression analysis.

The results of the empirical study show that there is a positive relationship of market dynamism with market orientation, learning orientation and management personality. Market dynamism is not observed to impact financial performance, but there is a positive relationship of market dynamism with market performance. The construct of mediating effect of market dynamism shows a positive relationship of inter-functional coordination with market performance.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Apr 2011 03:40
Last Modified: 24 Oct 2016 20:40
URI: http://eprints.nottingham.ac.uk/id/eprint/24650

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