La contribution de lancement d’un nouveau produit dans l’acquisition d’un avantage concurrentiel -Cas des PME industrielles en Algérie

Abstract

This research provided a complete view of everything about a new product, as well as the steps taken to launch and adopt it as a competitive strategy that sets the company apart from other competitors. The aim is to contribute to the literature and to the conceptual model of the influence of new products on competitive advantage, and to provide empirical evidence on the importance of launches based on product innovations in achieving it, hence improving business performance. The analysis of this study focused mainly on the answers of the managers of 32 Algerian industrial SMEs (marketing manager, manager and owner). The results showed that product innovation has a positive effect on the launch of a new product, and therefore, on the competitive advantage. In addition, the commercial success of a product certainly gives the company a competitive advantage