Abstract
The present study aimed at identifying the impact of strategic fit on the marketing performance of the industrial corporations in Jordan. The population consists from all the Jordanian industrial corporations that are listed on Amman Stock Exchange. To be specific, the population consists from 63 companies. A sample was chosen through using the simple random sampling method. It was selected from 54 companies. Questionnaire forms were distributed to marketing, and administrative directors (or the ones holding equivalent positions).  76 questionnaire forms were retrieved (out of 108 questionnaires). All of the retrieved forms are valid for statistical analysis. The response rate is 70.37%. The latter rate is considered a good rate.
 
 Several results were concluded. For instance, it was found that the strategic fit has a statistically significant positive impact on the marketing performance of the Jordanian industrial corporations. The researchers recommend providing more attention to the achievement of strategic fit in the industrial corporations. That shall enable those companies to improve their marketing performance.
Highlights
Organizations carry out business activities in order to increase their competitiveness
That indicates that the external fit level of the Jordanian industrial corporations is high from the respondent’s perspective
That indicates that the external strategic fit has a statistically significant positive impact on the marketing performance of the Jordanian industrial corporations
Summary
Organizations carry out business activities in order to increase their competitiveness. They carry them in order to provide customers with products of high quality and raise the demand on such products. In order to achieve that, organizations seek handling external and internal challenges and risks It should be noted that successful organizations are the ones that seek achieving strategic fit between the external and internal environments. Achieving such fit shall enable organizations to meet the requirements of internal operations.
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