Abstract
This research investigates the effects of just-in-time selling (JITS) strategy on firms’ performance. A structural model is proposed that consists of measures for JITS strategy, market orientation, transformational leadership, environment, and organisation performance. Data is collected from 117 Jordanian firms. Results indicate that effective JITS implementation leads to a dramatic improvement in firms’ performance. Moreover, marketing orientation shows a direct and positive relationship with JITS. Further, transformational leadership is found the least influential factor on firms’ performance. Furthermore, environment has shown a moderate effect on firms’ performance. Finally, firms should support establishing effective customer relationship management (CRM) to support significant improvement in firms’ performance. In conclusion, Jordanian firms have successfully adopted JITS strategy. However, firms should continually invest in improving their business capabilities.
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