The Relationship between Strategic Orientation and Competitive Advantages

Abstract

This study aims to verify the Jordanian pharmaceutical industry companies’ perception of the importance ofstrategic orientations and the extent of adoption of these orientations, as well as research in the existence of a relationshipbetween strategic orientations and competitive advantages. A questionnaire was developed especially to achieve thisobjective, and distributed to 303 employees representing the study sample. The study concludes several results of which themost important was the adoption of the Jordanian pharmaceutical industry companies of strategic orientations(aggressiveness, Analysis, Defensiveness, Futurity, Proactiveness and Riskiness). The results showed that there is a positiverelationship between those orientations and competitive advantages, and the relationship between the futurity orientationsand competitive advantages the strongest relationships. The study recommended conducting similar studies applied in othersectors in Jordanian business environment, in addition to the addressing of strategic orientations with other variables notaddressed by this study.