مجلة الإبتكار والتسويق
Volume 9, Numéro 1, Pages 726-741
2022-01-31
Product Innovation In Algerian Smes: What Impact On Competitive Advantage?
Authors : Bessouh Nadira . Iznasni Ali .
Abstract
The present research aims to provide insight into the role of new innovation-based products in developing the competitive advantage that today is viewed as highly required for Algerian companies. For the purpose of meeting this objective, a quantitative study was carried out by means a questionnaire that was distributed to small and medium-sized industrial enterprises (SMEs) in Algeria. This study focuses on analyzing the responses of the decision-makers of these SMEs (Marketing Manager, Manager and Owner). The findings indicated that product innovation can positively affect the launch of a new product, and has an affirmative impact on competitive advantage. This suggests that it is essential today to promote the culture and concept of innovation among managers of Algerian companies.
Keywords
Innovation ; new product launch ; competitive advantage ; Algerian SME
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