دور التسويق الريادي في تحقيق الميزة التنافسية دراسة حالة مؤسسة اتصالات الجزائر بورقلة
Résumé: This study aimed to highlight the importance of the role that entrem marketing plays in achieving the competitive advantage in Algeria Telecom in Ouargla, and with the increase in the intensity of competition in the market and the rapid development of technology, which pushed the institution towards leadership by exploiting the available opportunities and creating value and creativity, so the study aimed to show The extent of the impact of entrepreneurial marketing in achieving competitive advantage in Algeria Telecom in Ouargla, and in order to achieve this goal, the descriptive analytical method was relied on, by analyzing the questionnaire directed to the institution’s workers, numbering 57 workers the descriptive statistical melted never used to answer the study questions and test the validity of the where the data were encoded and entered into the computer using the statistical program for the social sciences SPSS version 19 by unpacking the questionnaire lists data in Excel and transferring them directly to SPSS the study comncluded asset of findinys that are represemtes by de: Algeria telecom in Ouargla primarily dependent on taking risks in achieving competitive advantages by 27.1 % there is a direct positive correlation Taking risks in hiving competitive advantage by 27.1%, there is a positive direct relationship between entrepreneurial marketing and competitive advantage by 35% in The institution under study in the sense that there is a role and impact of entrepreneurial marketing in achieving competitive advantage, as for the dimensions of entrepreneurial marketing (proactive - ascertaining the customer - creating value - creativity) there is no relationship between them and the competitive advantage The entrepreneurial marketing is more important and affecting in archiving competitive advantage through taking risk dimemtion that is comsidres the greatest impact and effective role in competitive advantage
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