أثر الابتكار التسويقي في تدعيم الميزة التنافسية بمؤسسة الاتصالات للهاتف النقال : حالة "المديرية الجهوية لموبيليس و رقلة-الجزائر"

الملخص EN

This research aims to study the effect of marketing innovation in strengthening the competitive advantage in mobile enterprises, where we conducted a standard study on Algeria Telecom Corporation for mobile telephony "Regional Directorate of Mobilis and Ouargla », And the study was carried out on a random sample of 135 people from the Mobilis Foundation, Ouargla and was used The questionnaire, interview and observation as tools for data collection, and the use of the SPSS program to process them and test the study hypotheses.

The results of the study showed that there is a relationship between marketing innovation and its elements (innovation in: service product, pricing, promotion, distribution, as well as the physical environment, operations, individuals) and a major role in strengthening competitive advantage, in particular innovation in the product of service where it was the greatest component that contributed to sustaining the competitive advantage of the company by introducing on the market for new products and services that consistently meet customer needs and desires