Measurement the marketing performance for the Jordanian pharmaceutical companies by using Balanced Scorecard

Abstract

This study aimed to try to determine the relationship between the application of Balanced Scorecard axes, the focus of stakeholders and beneficiaries, and internal processes and procedures, education and development, innovation, and finally return on investment, finance, and marketing performance of the pharmaceutical industry in Jordan.

To achieve the objectives of the study and test hypotheses soft sample was withdrawn from the study population was composed of all workers in the pharmaceutical industry operating in Jordan for the year 2010, reaching 200 elements.

The study found a number of results highlighted that there are weaknesses in the application of the pharmaceutical industry Jordanian activities that reflect the interests and aspirations of the target customers may impact negatively on the performance catalog for these companies, and this side of weakness in refining services provided to external audiences in terms of accuracy and speed, and apply result also the focus of innovation and invention. The financial aspect of these companies, shows that they fully applied when setting goals and financial needs, which has a significant impact in stimulating and activating the catalog performance of these companies.

The study recommended finally the need to take advantage of the Balanced Scorecard in the activation of the strategic plans for private pharmaceutical companies, public and private sector, seeking to formulate objectives in the form of specific results quantifiable.

Keywords: marketing, marketing performance, balance scorecard.