The influence of market knowledge sharing on marketing innovation strategy : empirical study of a cosmetic industry in Algeria

الملخص EN

This study sets out to examine the influence of market knowledge sharing on marketing innovation strategy.

Based on a survey of 150 employees from Unilever Algeria, this study applies the structural equation modeling approach to investigate the research model.

The results show that market knowledge sharing has a strong positive effect on marketing innovation strategy represented by the sub dimension: product innovation strategy