The Impact of Marketing Innovation on The Competitive Advantage Case study: Algeria Telecom

Abstract

Changes in the environment surrounding the businesses have placed before it opportunities and threats that have forced them to adapt with the changing situation and seek to find ways to solve its problems in order to continue and grow, but more than that, to achieve the ability to respond to the changing tastes of consumers by gain their satisfaction and loyalty. And this can only be achieved by distinguishing from the competition, and achieving a sustainable competitive advantage has become the new direction in the company's business To ensure a high level of competitiveness and performance, companies must adopt new practices to adapt to the new context, that of the transition to a market economy. It is in this context that marketing has emerged as an alternative that allows for companies to be competitive and make themselves known in the market. The companies preferred in the contemporary economic conditions are the ones managing to link innovation and marketing successfully. Innovation can be seen as an asset of the company, which is directly related to the feedback of marketing. Innovation is the main driver of competitiveness. Marketing innovation is the implementation of new or significantly modified concepts or sales methods to facilitate product access to the market, such as changes in design or packaging. It is one of the most important pillars for building and strengthening the competitiveness and allows differentiating from the competitors, as it enables the organization to produce new high-quality products at the right price, and deliver them in the specified deadlines by developing means, mechanisms and systems for production characterized by speed, flexibility, abundance of production and high quality, which gives the institution the possibility of progress more with lower costs, faster delivery of products in less time, gaining a good reputation and other competitive advantages, thus strengthening its competitive position and gain market share