@article{Rounaq Kadhem Hussin Shuba_Sarmad Hamza Jassim_2020, title={BALANCING CUSTOMER AND COMPETITOR IN MARKETING ORIENTATION: A CASE STUDY AT GENERAL COMPANY FOR IRAQI AIRWAYS}, volume={17}, url={https://archives.palarch.nl/index.php/jae/article/view/4643}, abstractNote={<p>Companies generally face difficulty in accurately diagnosing their marketing orientation that<br>may be customer-centered company and competitor-centered company, which is a field<br>problem that this research is trying to find an appropriate solution by designing a checklist<br>that suits this purpose. General Company for Iraqi Airways has be chosen as a sample for the<br>research because of its significant in the transportation industry, some results have been<br>reached that marketing orientation of company are customer- centered and competitorcentered in varying proportions at the same time. The research proposes to the company some<br>steps that identify its marketing orientation and help it achieve a balancing between it be the<br>customer-centered and be the competitor-centered in a way that company ensures achieving<br>goals efficiently.</p>}, number={3}, journal={PalArch’s Journal of Archaeology of Egypt / Egyptology}, author={Rounaq Kadhem Hussin Shuba and Sarmad Hamza Jassim}, year={2020}, month={Dec.}, pages={2621-2648} }