دور دراسة تبني الابتكار من طرف المستهلك في نجاعة تسويق الابتكار : دراسة حالة الشركة الوطنية للتأمين SAA

Abstract EN

If innovation is an essential competitive mechanism for an enterprise, most failures of innovative institutions are caused by a defect in the marketing of innovation.

The adoption of innovation by the consumer is one of the most important objectives of the marketing of innovation.

The aim of this study is to clarify the reality of the study of innovation adoption at National Insurance Company SAA, and how it contributes to the efficiency of the marketing of innovation in the company.

We have reached several conclusions, the most important of which is that the National Insurance Company (SAA) focuses its efforts on introducing the innovative product and does not accompany the consumer in the other stages of the process of adopting innovation, which allows for optimal targeting and removal of obstacles to adoption.

The adoption of innovation by the consumer begins in the final stage of the process of marketing innovation and is the stage of launching innovation and monitoring, which negatively affects the effectiveness of this stage