مجلة اقتصاد المال و الأعمال
Volume 10, Numéro 3, Pages 39-49
2026-09-30
The Impact Of Using The Balanced Scorecard On Achieving Marketing Innovation: A Cas Study Of Hodna Lait Enterprise In M’sila
Authors : Saoudi Amina . Saoudi Nadia .
Abstract
The present search aimed to study the effect of the use of BSC dimensions on Marketing Innovation at Hodna Lait Enterprise in M'sila. To this end, a questionnaire was developed with a five-point Likert scale and distributed to the senior and middle level managers of the company, with a total of 110 respondents. The result was analyzed by SPSS.V22. Based on what the sample said, the data analysis revealed that the dimensions of the Balanced Scorecard have an impact on marketing innovation. The learning and growth dimension of the company shapes the marketing innovation, followed by the internal business processes, customers and the financial dimension.
Keywords
Balanced Scorecard ; Marketing Innovation ; Hodna Lait Enterprise
Les articles similaires
بوسالم أحلام
.
عابد يوسف
.
ص 117-132.
Yahia Zeghoudi
.
pages 74-88.
Saoudi Amina
.
pages 249-268.
