دور الابتكار التسويقي في خلق ميزة تنافسية للخدمات الصحية دراسة حالة – مصحة الضياء ورقلة

Résumé: Contemporary business organizations operate in a complex dynamic environment in which technology evolves wildly and markets and competition conditions change dramatically, leading to rapid product aging and a shortened life cycle, on the one hand, and multiple choices and alternatives for consumers on the other. In order to cope with extreme pressures and to keep abreast of rapid developments, particularly in the level of consumer preferences and aspirations, organizations must maintain their competitive advantages and further their advantage over competitors by creating a strong preference among their customers for the practices and methods they offer, the most important of which is marketing innovation. In order to uncover the extent to which marketing innovation is linked to the competitive edge of health services, we chose the Dhia Bourkila Health Services Department as a model for an institution active in the field of health services to examine at its level the role of marketing innovation in creating a competitive advantage. The study concluded that there is a correlation between the role of innovation at the level of the elements of the marketing mix and the creation of competitive advantage for health services, but the severity of the impact varies from one element to another, whereas innovation at the level of offers and services was more creating and enhancing competitive advantage. We have put forward a set of proposals that will improve the level of marketing innovation so that it will reflect positively on the competitive advantage of health services.

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