أثر الاستراتيجية التنافسية في الأداء الاستراتيجي للمؤسسة : دراسة ميدانية لشركات الاتصالات في الجزائر

Abstract EN

The objective of this study is to understand the impact of the competitive strategy on enhancing strategic performance.

To ensure this, a model has been developed to test the effect of the independent variable in the dependent variable.

The independent variable of the competitive strategy is the cost leadership strategy, and differentiation strategy, and focus strategy.

The dependent variable consists of strategic performance consisting of (financial perspective, customer perspective, internal processes perspective, learning and growth perspective, social perspective).

The field of study will be from the telecommunications sector, and then the study community will be chosen from all the workers in the senior and middle management levels in the general directorates of telecommunications companies in Algiers, which is composed of three companies (Mobilis, Djezzy, Ooredoo), it turns out that there is (72) an administrator.

To achieve its objectives, the researcher developed a Questionnaire consisting of three parts, the first of which aims to study the characteristics of the study sample.

The second part aims at measuring the independent variable is competitive strategy and assigning the third variable is strategic performance.

The researcher adopted a comprehensive survey method for the sample of the study.

A (72) questionnaire was distributed to the population of the study, and a (51) valid questionnaire was retrieved for the statistical analysis, ie, the percentage (70.

83 %) of distributed questionnaires.

The study reached a number of results, the most important of which are: - Telecommunications companies in Algeria apply competitive strategies (cost leadership strategy, differentiation strategy, focus strategy) at high levels, indicating that telecommunications companies are aware of the importance of applying competitive strategies; - The results of the study show that the level of strategic performance from the perspective of the balanced scorecard in the telecommunications companies came at a high level; - The existence of statistically significant impact of the competitive strategy on strategic performance;