واقع و أثر الإبتكار التسويقي على الميزة التنافسية في المؤسسات الخدماتية: دراسة حالة - مؤسسة اتصالات الجزائر خلال الفترة 2022-2023

Abstract

The new world is witnessing a complex environment for business, where creativity and marketing innovation have taken a great place and are considered as distinctive field in economic company, which aims to develop its competitive advantages. And this research paper sheds light on the study of the impact of marketing innovation on granting elements of superiority and promotion and marketing position to Algeria Telecom Corporation through the results showing us that there is a statistically significant relationship between marketing innovation and achieving competitive advantage at the significance level 0.05 ≤ α. Where the result of the correlation coefficient between them was estimated at 0.809, which has a significant statistical significance since the Sig value is the probability of the relationship between the two variables. On the other hand, the value of Fisher F achieved significant significance Sig = 0.000, which indicates the overall validity of the model.