أثر التسويق الريادي في تحقيق المرونة الاستراتيجية لمنظمات الأعمال الصغيرة : دراسة حالة عينة من منظمات الأعمال الصغيرة بالشرق الجزائري

الملخص EN

The aim of this study is to identify how much attention small business organizations have drawn on the application of entrepreneurial marketing.

This study also seeks to find out the influence of entrepreneurial marketing on strategic flexibility of small business organizations.

It introduces the most relevant concept related to entrepreneurial marketing, strategic flexibility and the nature of relationship between them.

A questionnaire was circulated between group of a managers of 43 small business organizations In eastern Algeria.

The result of the study showed that the small business organizations, under consideration, attach importance to entrepreneurial marketing in varying degrees.

It has been found that there is a positive impact of entrepreneurial marketing on strategic flexibility.

In the light of the above results, recommendations have been proposed in order to help small business.