الاستثمار المعرفي للكفاءات البشرية لتعزيز الابتكار التسويقي: دراسة حالة للمؤسسة الوطنية للصناعات الإلكترونية ENIE بسيدي بلعباس

Abstract EN

The study reviewed the influence relations of knowledge investment (human competencies) on marketing innovation at the national electronic industries corporation (ENIE) in Sidi Bel Abbes, by applying the dimensions of investment in the type of knowledge (implicit, explicit, scientific, and practical) for companies on marketing innovation in the institution.

the study analyzed the responses of the sample, represented by 88 employees of the institution, where the data was collected using a questionnaire, and the study was based on structural modeling and statistical analysis using the smart pls 3 program.

investing in knowledge (implicit, scientific and practical) of human competencies and achieving marketing innovation, but the study did not confirm the validity of the hypothesis related to investing in explicit knowledge of human competencies and achieving marketing innovation.