Revue algérienne d'économie et gestion
Volume 14, Numéro 2, Pages 465-478
2020-12-31

The Influence Of Market Knowledge Sharing On Marketing Innovation Strategy: Empirical Study Of A Cosmetic Industry In Algeria



Authors : Hachemaoui Kamel . Amarni Abir .

Abstract

This study sets out to examine the influence of market knowledge sharing on marketing innovation strategy. Based on a survey of 150 employees from Unilever Algeria, this study applies the structural equation modeling approach to investigate the research model. The results show that market knowledge sharing has a strong positive effect on marketing innovation strategy represented by the sub dimension: product innovation strategy

Keywords

market knowledge sharing ; marketing innovation strategy ; product innovation

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