Marketing strategy, related factors and performance of firms across Saudi Arabia Online publication date: Tue, 29-Jun-2010
by M. Sadiq Sohail
J. for International Business and Entrepreneurship Development (JIBED), Vol. 4, No. 4, 2009
Abstract: This study conducted in Saudi Arabia, examines the degree of emphasis laid by manufacturing firms on their marketing strategy and other functional strategies. The study also investigates the relationship between marketing strategy and firm's performance. Further investigations include an examination of the differences on the emphasis on marketing strategy and the contextual factor such as its size, type of goods and market type. The study employs a survey methodology; self-administered questionnaires were distributed to a sample of respondents in the three major cities representing the three major provinces of Saudi Arabia. The study findings provide useful insights into the relative importance given by the manufacturing firms in Saudi Arabia to marketing strategy vis a vis other functional strategies. Findings of this study are intended to help firms to have a better understanding and formulate effective strategies.
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