Impact of Environmental Dynamism on Marketing Strategy Comprehensiveness and Organizational Performance
In highly competitiveness market, companies operate in an intense competitive atmosphere and further globalization of markets, fundamental changes occurred, and forced many companies to rethink and adapt their strategies to search for new philosophies and innovative management techniques to improve their competitive position and performance. This paper is to investigate the impact of environmental dynamism on marketing strategy comprehensiveness and organizational performance. Environmental dynamism was measured through two dimensions: intensity of changes and frequency of changes. Comprehensiveness marketing strategy was also measured through items. The hypotheses were tested in the domain of cellular communications companies in Jordan.