الباحث
Volume 18, Numéro 1, Pages 111-133
2026-03-31

The Impact Of Investment In Information And Communication Technology On The Competitive Performance Of Economic Enterprises: A Case Study Of Omar Ben Omar Mills In Guelma Province



Authors : Belmir Sara . Saadi Wahida .

Abstract

This study aims to analyze the role of information and communication technology (ICT) in enhancing the competitive advantage of Omar Ben Omar Mills. Investing in this technology contributes to improving production, developing marketing strategies, and fostering innovation to achieve sustainable competitiveness. The study adopted a case study approach using interviews for data collection. The findings revealed that the company has specialized ICT personnel who receive continuous training and provides advanced infrastructure, including databases, software, and networks. These technologies help improve product quality and promote them through social media while also analyzing competitive forces to dominate markets. Additionally, the company invests in developing new products, focusing on creativity in design. ICT also enhances the efficiency of production and marketing operations, thereby improving overall internal and external performance.

Keywords

Information and communication technology; Competitive advantage; Economic enterprise

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