International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 9, Issue 1 (January 2022), Pages: 170-177

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 Original Research Paper

 Title: Women’s driving decree, market orientation, and company performance in Saudi Arabia

 Author(s): Rim Zouaoui 1, *, Marwa Zouaoui 2, 3

 Affiliation(s):

 1Marketing Department, Northern Border University, Arar, Saudi Arabia
 2Financial Department, Northern Border University, Arar, Saudi Arabia
 3Higher Institute of Management, University of Tunis, Tunis, Tunisia

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-0554-6147

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2022.01.020

 Abstract:

This paper investigated whether the royal decree of September 2017 allowing women to drive affects the relationship between market orientation and firm performance of official car dealerships in Saudi Arabia. In the empirical investigation, a quantitative method was used, focusing on car dealership managers and executives. The hypotheses were tested using structural equation modelling with data collected from 94 questioned. Market orientation dimensions that were investigated included customer orientation, competitor orientation, and inter-functional coordination. The results indicate a positive effect of market orientation on company performance in Saudi Arabia over two periods, before and after the application of the decree. Before the royal decree, only two of the three dimensions of market orientation affected company performance, customer orientation, and inter-functional coordination. After the decree, all three dimensions of market orientation affected company performance. This proves that political decision has intensified competition in this market. Our results underlined the non-necessity of equality and the strength of the three components belonging to the market orientation on performance. Yet, our investigation is unprecedented having sought to resolve this classic relationship in a specific context. 

 © 2022 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Women driving decree, Market orientation, Company performance, Saudi Arabia

 Article History: Received 29 August 2021, Received in revised form 12 November 2021, Accepted 25 November 2021

 Acknowledgment 

Northern Border University represented by the Deanship of Scientific Research supported this work. Number F-7790 BA-2018-3-9, 2018.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Zouaoui R and Zouaoui M (2022). Women’s driving decree, market orientation, and company performance in Saudi Arabia. International Journal of Advanced and Applied Sciences, 9(1): 170-177

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 Figures

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 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5  

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