أهمية ممارسة اليقظة الاستراتيجية في تطوير المنتجات : دراسة حالة مؤسسة Taiba Food Company لصناعة المشروبات غير الكحولية

Abstract EN

In this research, we attempt to discuss the importance of practicing strategic vigilance and its contribution to the development of Taiba Food Company products.

By researching the nature of the information that enables its managers to develop its products.

We chose a qualitative research that allowed us to understand and explain the phenomenon to be researched.

The interview was chosen as a tool for the company case study, which was conducted with vigilance in the Department of Studies and Vigilance and the Marketing Category Manager, and was described and interpreted according to the method of content analysis.

It was concluded that the managers of the company in question depend on exhibitions, forums, social networks, official websites and market studies as sources to provide the necessary information that allows them to develop their products, anticipating information about their current and/or potential customers and competitors.