أثر التعلم التنظيمي في تبني التسويق الابتكاري لدى متعاملي الهاتف النقال في الجزائر

Résumé: This study aims to know the impact of organizational learning with its dimensions represented by (the strategic dimension, the organizational dimension, and the cultural dimension) in adopting innovation in the elements of the service marketing mix, namely (innovation in the product, innovation in price, innovation in distribution, innovation in promotion, innovation in Physical evidence, innovation in individuals, innovation in processes), in addition to innovation in marketing research. To achieve the objectives of the study, the opinions of a sample of workers and employees of the three mobile phone operators (Djezzy, Mobilis, and Ooredoo) in Algeria were surveyed, relying on the questionnaire tool consisting of: (49) statements covering the axes of the study variables according to a five-point Likert scale. The study sample was estimated at (276) individuals suitable for statistical analysis, as the program (SPSS V.27) was used to process the data obtained.The study reached a set of results confirming the existence of a statistically significant effect of organizational learning on the doption of innovative marketing at a significance level (α ≤0.05) in the institutions under study. This effect is due to the strategic and cultural dimensions, and the absence of a statistically significant effect of the organizational dimension in Adopting innovative marketing. The study also showed that there were no statistically significant differences in the respondents’ opinions about organizational learning due to the educational level variable at a significant level (α ≤ 0.05), while the study found that there were differences due to the rest of the personal and functional variables, and there were no statistically significant differences. The respondents’ opinions on innovative marketing were attributed to the variables of educational level and professional experience at a significant level (α ≤ 0.05), while the study found differences attributed to the rest of the variables. Finally, the study presented a set of recommendations that contribute to activating the use of organizational learning dimensions to adopt innovative marketing and advance the marketing sector in the field of mobile phone carriersin Algeria as a vital sector that forms a pillar of the Algerian economy.

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