مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 2, Pages 316-331
2024-06-20
The Impact Of Market Orientation On The New Products Development - A Case Study Of The Enicab Company, Algeria-
Authors : Bennedjai Rania . Messaoudi Houssam .
Abstract
This study aims to demonstrate the impact of adopting the philosophy of market orientation, which includes understanding the needs of customers, competitors, and market trends. In the new products development (NPD) for Enicab Company, especially in the current business environment, which forces companies to innovate and develop new products to meet the changing needs of customers. The study sample included 32 questionnaires directed to Enicab workers. The questionnaires were analyzed using the SPSS V22, and one of the most prominent results of the study was that there was a positive impact of market orientation on the development of new products at ENICAB in general. Some suggestions were presented to Enicab based on the results of the study.
Keywords
market orientation, new product development, Enicab
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