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The Relationships between the Organizational, Environmental Characteristics and Marketing Performance: An Empirical Study

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  • Sally Kamel Ali Omran

    (Business Administration Departmen, Faculty of Commerce, Cairo University, Giza, Egypt)

Abstract

This research aimed at studying and analyzing the relationships between the organizational, environmental characteristics and marketing performance in three Egyptian private telecommunication companies. The analyzed data came from a hand delivery survey of a stratified random sample of 390 from the employees. Since the total numbers of the mobile customers are very large and geographically dispersed, an e-mail survey was used. The response rate for the employees was equal 92.3% and for the mobile customers 85.2%. The research ended up with the following main findings: (a) In general, there is strong and significant support for the developed hypotheses; (b) there is strong, positive and significant relationship between formalization; internal environment and marketing performance; (c) centralization and external environment are strongly, negatively and significantly related with marketing performance; and (d) there is strong and significant relationships between all the independent variables and all marketing performance indicators.

Suggested Citation

  • Sally Kamel Ali Omran, 2013. "The Relationships between the Organizational, Environmental Characteristics and Marketing Performance: An Empirical Study," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 4(2), pages 36-50, April.
    • Handle: RePEc:igg:jcrmm0:v:4:y:2013:i:2:p:36-50
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