دور الابتكار المفتوح في تفعيل الابتكار التسويقي لدى المؤسسات الاقتصادية - دراسة حالة -

Abstract

This study primarily aims to highlight the role of open innovation in activating marketing innovation in mobile phone operator institutions in Algeria. In light of this we followed the descriptive approach, using a questionnaire as a tool to collect data to investigate the opinions of the sample individuals, represented by employees and managers of mobile phone operator institution ،the sample consisted of 124 invidual data points . The results of the hypothesis test showed that "there is a statistically significant effect at the significance level (α ≤0.05) of open innovation in activating marketing innovation in mobile phone operator institutions in Algeria" with a statistically significant effect at the significance level (α ≤0.05) for each of the dimensions (competitive cooperation, customer innovation, partnership with the university and research laboratories) in activating marketing innovation in mobile phone operator institutions in Algeria. The results of the difference test also showed that there are no statistically significant differences at the significance level (α ≤0.05) in the opinions of the surveyed individuals regarding the variable of (open innovation) attributed to the variable (gender), while there are statistically significant differences at the level (α ≤0.05) in the opinions of the individuals researched towards the variable (marketing innovation) attributed to the variable (gender) in mobile phone operator institutions, and there are no statistically significant differences at the significance level (α ≤0.05) in the opinions of the sample of individuals researched towards the variables (open innovation, marketing innovation) attributed to the variable (age) in mobile phone operator institutions, while there are statistically significant differences at the significance level (α ≤0.05) in the opinions of the sample of individuals researched towards the variables (open innovation, marketing innovation) attributed to the variables (job, years of experience) in mobile phone operator institutions.