دور خصائص المؤسسات الصغيرة و المتوسطة في تعزيز الصورة الذهنية و الميزة التنافسية : دراسة عينة من المؤسسات الصغيرة و المتوسطة في ولاية غرداية

الملخص EN

The aim of this study was to find a relationship between mental image and competitive advantage, trying to consider the first has the same meaning as the second assuming the existence of a strong mental image of a small enterprise or medium, versus a lost competitive advantage, as well as we expect after the positive results, the contribution of this study in providing mechanisms which improve the level of competitiveness in this case, by finding and developing competitive advantages with lowest cost, while it asked a deep search on the concepts and analysis of the links between them as well as gathering data and information through surveys and presented them orally to the owners or managers of some small and medium enterprises in Ghardaia, in the end we found a good expectation of existence of a triangular relationship while the mental image of this type of institutions can be consider a strong competitive advantage under a skilled manger and effective use of direct marketing