The impact of marketing innovation on the enterprise's acquisition of a competitive advantage (case study of the business agencies of ouargla, Hassi Messaoud, touggourt.)

Abstract

The aim of the study was to learn about the impact of marketing innovation on the competitiveness of the corporate agencies of ouargla, Hassi Messaoud, touggourt, as well as the level of marketing innovation and competitive advantage. In order to achieve the objectives of the study, a resolution was designed that included: (36) A paragraph distributed to a random sample estimated at (82) workers of the business agencies in question. The study found that marketing innovation was high among the business agencies in question, as well as competitive advantage was also high, and there was a positive impact of marketing innovation on competitive advantage; In addition, the marketing innovation elements of 4P contribute to the enterprise gaining a competitive advantage in a near-equal proportion.

Keywords

• marketing innovation; dimensions of marketing innovation; competitive advantage; dimensions of competitive advantage; the commercial agencies of the algiers communications corporation.