استراتيجة المنافسة بالمُنتَج واثرها على الاداء المالي وغير المالي للمشاريع الصغيرة في محافظة البلقاء

The study is aimed at measuring the relative impacts of product's competition strategy and other demographic variables on the financial and non-financial performance of small enterprises operating their activities in AL-Balqa district. The systematic sampling technique via questionnaire was employed. A total of 300 of small enterprises’ owners and managers were randomly solicited. Factor Analysis, Means, Multiple Regression Analysis, ANOVA, MANOVA, and Independent Sample t-test techniques were used to describe research variables and to examine the proposed hypotheses. Results revealed that the marketing experiences and technical skills have the most contributions on the variability of the financial and non-financial performances of small enterprises compared to the market orientation. The small agricultural enterprises have scored the best performance in the market since they are more focused on a product's competition strategy. Additionally, product's competition strategy and the general performance of small enterprises were significantly influenced by the demographic variables in different degrees. The study recommends the policy makers to provide the small enterprises with technical and administrative programs to magnify the performance of small enterprises and encourages graduate students to establish small enterprises that in turn reduce the poverty and unemployment issues. Keywords: Small Enterprises, Marketing Strategies, Product Competition Strategy, Customer orientations, Marketing Mix., Internal marketing, Al-Balqa’ Governorate