The Impact of Strategic Vigilance on the Activation of the Marketing Innovation: A Field Study of a Group of Small and Medium Enterprises in the State of Batna

Abstract

The study aimed to identify the impact of strategic vigilance on marketing innovation in small and medium enterprises (SMEs) in the State of  Batna. To achieve this, a questionnaire was used to collect data from members of the study sample of 37 small and medium enterprises, where the SPSS program was used in statistical processing and data analysis.

The study found that the study organisations are interested in marketing innovation. Most of the innovations they make are changes and improvements in the form and characteristics of the product due to the high costs of creating new products, which are not borne by the organisations. The study also found that there is a statistically significant effect at the level (α = 0.05) of strategic vigilance on marketing innovation in the SMEs under study.