Market Orientation and its Impact on Achieving Competitive Advantage with a Focus on the role of E-marketing as an Intermediary (Applied to Libya Insurance Company - Al-Khums Libya).

Abstract

This study aims to determine the impact of market orientation and e-marketing on competitive advantage. To achieve this goal, a study model was designed through a questionnaire distributed to a total of 50 employees working in Libya Insurance Company in the city of Khoms – Libya (a comprehensive survey), only 37 complete sample questionnaires that were returned for descriptive analysis. The results of the study indicated that the e-marketing orientation affects the achievement of competitive advantage. The current study also contributes to the important theoretical literature on achieving competitive advantage by including e-marketing as a mediator between market orientation and competitive advantage. The study provides managers and marketers with information that they can use to increase a company's competitive advantage. Finally, the findings of this study add to the understanding of factors that contribute, provide assistance and guidance to policy makers, and provide recommendations for company leaders to gain a competitive advantage in the marketplace.