دور الابتكار التسويقي في تحقيق الميزة التنافسية في المؤسسة الاقتصادية : دراسة تحليلية

الملخص EN

This study aimed to show the extent of the influence of marketing innovation on the elements of the marketing mix on achieving a competitive advantage in Algeria Telecom, where data were collected based on the study tool represented in the questionnaire, and the study was based on a sample estimated with 33 questionnaires suitable for analysis.

The study indicated that there is a positive effect of marketing innovation in achieving a competitive advantage for the Algerian Telecom.

The study also found a statistically significant effect for each of (product, price, and operations) in achieving a competitive advantage for the researched institution.

Finally, a set of theoretical and practical results were reached, in addition to presenting some recommendations.