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Register a new userThe Role of Marketing Research in the Process of Renewal and Innovation: A Case Study of Juice Companies in Lattakia City
دور بحوث التسويق في عملية التجديد و الابتكار "دراسة ميدانية على شركات العصائر في محافظة اللاذقية"
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تشغل المعلومات دوراً أساساً في صنع القرارات و في وضع الخطط و الاستراتيجيات التسويقية للشركات، و تعتبر بحوث التسويق أداة مهمة تساعد على جمع المعلومات و تنميتها، و يتناول هذا البحث دور بحوث التسويق في عملية التجديد و الابتكار. و قد توصل الباحث من خلال هذا البحث، و اختبار فرضياته إلى أن هناك علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق و بين تقديم منتجات جديدة باستمرار، و كذلك وجود علاقة إيجابية ذات دلالة بين القيام ببحوث التسويق و تطوير المنتجات من الناحيتين الفنية و التسويقية في الشركات محل الدراسة.
Information plays a key role in decision-making and in making marketing plans and strategies for companies. Marketing research is an important tool to help collect and develop information. This research addresses the role of marketing research in the process of renewal and innovation. This research shows that there is a positive significant relationship between conducting marketing research and constantly offering new products, as well as the existence of a positive significant relationship between conducting marketing research and the development of existing products both technically and marketingwise.
References used
VAZUEZ. M; FRANCISCO. J; SILVA. C;RUIZ. D. Does the firm's market orientation behavior influence innovation's success. Management Decision, Vol. 50, No .8, 2012, PP 1445-1464
WITEL. L; LOFGREN. M; GUSTAFSUN. A. Identifying ideas of attractive quality in the innovation process. THE TQM JOURNAL, Vol. 23, No .1, 2011, PP 87-99
Hair, Joseph F. Bush, Ropert P. Otinau, David J. Marketing Research Within A Changing Information Environment, second edition, McGraw – Hill, United States , 2003, PP 28-29
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