التكامل الاقتصادي
Volume 13, Numéro 2, Pages 341-356
2025-06-30
Innovation Marketing, Digital Marketing, And Technological Capabilities To Improve Competitiveness And Marketing Performance
Authors : Gadiri Nour El Houda . Kerbouche Mohammed .
Abstract
In today's competitive landscape, SMEs must perpetually innovate to maintain a leading position. This study examines the impact of integrating innovative marketing, digital marketing, and technological capabilities on the competitive advantage and marketing performance of Algerian SMEs. Employing a quantitative research methodology, data was collected through surveys distributed to various SMEs in the western part of Algeria and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The finding reveals that digital marketing enhances competitive advantage but can restrict innovative marketing. However, innovative marketing improves both competitive advantage and marketing performance. We recommend that SMEs should merge both strategies while leveraging technology to optimize success.
Keywords
innovative marketing ; digital marketing ; technological capabilities ; competitve advantage ; marketing performance
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