The Impact of Marketing Innovation on Achieving the Competitive Advantage of Economic Institutions- A Case Study of Communication Institutions (Mobilis, Djazzy, Ooredoo) Agencies in Wilaya of El Oued-

Abstract

    This study aims to highlight the reality of marketing innovation in economic institutions and its impact on achieving competitive advantage, through a field study in communication institutions (Mobilis, Djezzy, Oredoo) agencies Wilaya of El Oued, and in order to achieve this goal, the descriptive approach was relied upon in the theoretical aspect and the analytical approach in the field study, where a questionnaire was distributed to 66 employees and the SPSS v 25 program was relied upon in analyzing the results. It was found that the evaluation of employees of the institutions under study of marketing innovation and competitive advantage in their institutions is high, and there is a statistically significant impact of marketing innovation in achieving competitive advantage for the study sample at the significance level (α≤0.05); We concluded with a set of recommendations, the most important of which are: a balance must be created in innovation between the various fields of marketing and not focus only on the product despite its importance and develop the skills and capabilities of employees in institutions, especially in the field of artificial intelligence, to enable them to provide more effective innovative ideas.