الإبتكار التسويقي كمدخل استراتيجي لتحسين تنافسية المؤسسة من وجهة نظر العملاء : دراسة ميدانية لمتعاملي الهاتف النقال بولاية سطيف

Abstract EN

The main objective of this study is to test the impact of the marketing innovation by its components (7PS) in the mobile telecommunication firms in Setif and its impact on the competitiveness, by focusing on one of the dimensions of the competitiveness - achieving competitive advantage-, To achieve this requirement, we studied a sample of 600 firms in Setif.

The Multiple regression analysis was used to test hypotheses and analyze data.

The results indicated that: the level of marketing innovation and competitive advantage in the firms under study was high, according to the approved scale.

There is also a strong correlation between marketing innovation and competitive advantage in its different dimensions.

The most influential elements in achieving competitive advantage were: innovation in operations followed by innovation in individuals, innovation in prices and innovation in product, then innovation in promotion and innovation in distribution, while there is no impact of innovation in the physical environment.