Achieving banking entrepreneurship through the marketing mix : case of some Algerian commercial banks

الملخص EN

The purpose of this paper is to measure the impact of the marketing mix elements on banking entrepreneurship in some commercial banks in Algeria, with information technology capabilities as a moderator variable on the relationship between the marketing mix and entrepreneurship in the selected commercial banks.

The study dealt with four strategies for entrepreneurship in the banking sector: innovation and creativity, taking risks, taking initiative and seizing opportunities, and The degree of uniqueness.

In order to achieve the objectives of the study, a questionnaire was designed and distributed to a sample of senior and middle management employees in some commercial banks.

Hypotheses were analyzed using SPSS software.

The study concluded that there is a direct impact of the marketing mix on banking entrepreneurship, and that the capabilities of information technology in banks and their interaction with the marketing mix greatly contributed to strengthening the banking entrepreneurship of Algerian commercial banks.

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