المعرفة التسويقية و اتجاهات المؤسسات المصغرة و الناشئة لدعم استراتيجياتها التنافسية : دراسة ميدانية لعينة من مؤسسات ولاية غليزان

الملخص EN

This study aims to highlight the role of marketing knowledge as an important basic substance in controlling the marketing work of economic enterprises, expressed in its ability to extrapolate its competitive environment in order to achieve its objectives and strengthen its competitive position.

The results of this study, through a field study of a sample of 66 small and emerging enterprises in the state of Relizane, using structural equation models and the statistical program Smart-PLS, showed that most of the enterprises under study use the dimensions of marketing knowledge very narrowly, and this is due to the weak impact of the comprehensive dimensions of knowledge.

Marketing on the elements of competitive advantage, which made it difficult for them to determine the appropriate competitive strategic option, which requires the study sample enterprises to follow up, remedy and work on it in order to ensure continuity and permanence in the business organization.