The impact of market orientation on enhancing competitive advantage (A survey study of selected industrial companies listed on the Iraq stock exchange)

This research discusses two important variables: market orientation and competitive advantage. The purpose of the study is to determine whether the companies in the sample implement market orientation and to what extent they strive to apply it in alignment with the Iraqi business environment. The study sample includes industrial companies listed on the Iraq Stock Exchange: Baghdad Soft Drinks Company, Modern Sewing Company, and the National Company for Home Furniture Industries. The research utilized an electronic questionnaire distributed to participants, and data analysis was conducted using the SPSS statistical program. The study reached several conclusions, the most significant of which is that market orientation serves as a fundamental pillar for enhancing the competitive advantage of industrial companies. This underscores the importance of focusing on marketing strategies to achieve market superiority. The study also provided several recommendations for the sampled companies, including the need to focus on developing effective defensive strategies aimed at enhancing customer loyalty and maintaining market share stability by improving the quality of products and services and increasing customer satisfaction.