The role of marketing innovation in achieving competitive advantage Case study of the regional directorate mobilis Ouargla

Abstract

The purpose of this study is to understand the role of marketing innovation in achieving
the competitive advantage of the regional directorate mobilis ouargla. in order to achieve this, the
descriptive approach was used in the theoretical aspect ,and in the applied side we used a case
study by a distribution of a questionnaire to 37 employees, data collection and analysis of
hypotheses was achieved by using the statistical package for social sciences (spss) version 19, the
study reached a number of results the most important of which is : the existence of a high level for
both dimensions marketing innovation and competitive advantage in this regional directorate , and
there is a significant impact of marketing innovation for competitive advantage in the regional
directorate "Mobilis".