Impact of Organizational Culture on Marketing Effectiveness of Telecommunication Sector

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发表日期：

2024年

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Anber Abraheem Shlash Mohammad,
Muhammad Turki Alshurideh,
Atallah Ibrahim Mohammad,
Hamad Ejayan Alabda,
Faisal Abdulkarim Alkhamis,
Badrea Al Oraini,
Sulieman Ibraheem Mohammad,
Asokan Vasudevan,
Ruba Jafar Kutieshat

摘要

This study aims to explore the impact of organizational culture on the marketing effectiveness of telecommunications companies in Jordan. It seeks to conduct an empirical analysis to understand how organizational culture is shaped within telecommunications companies and its impact on marketing strategies and their effectiveness in the Jordanian market. Data were collected through structured surveys conducted on 261 employees of telecommunications companies in Jordan. The survey instrument is used to evaluate perceptions of organizational culture dimensions and indicators of marketing effectiveness, as well as associated factors such as brand perception, customer engagement, and market share. The results showed a significant impact of organizational culture on the marketing effectiveness of telecommunications companies in Jordan. The contribution of this study lies in its empirical exploration of the relationship between organizational culture and marketing effectiveness in the telecommunications sector in Jordan and providing practical guidance for companies in this sector to leverage their cultural strengths in order to achieve competitive advantage and sustainable success in a competitive and dynamic market environment.