أثر محددات استجابة المشتري الصناعي للمنتجات المبتكرة على القرار الشرائي في ظل استراتيجية المحيط الأزرق - دراسة حالة مؤسسة ENMTP – قسنطينة

This study aims to highlight the impact of innovative product response determinants (innovation, brand, price, quality, technical support, after-sales services and personal relationship) on purchasing decision-making under ENMTP's Blue Ocean strategy. To achieve the study's objectives, the descriptive and analytical curriculum was based on targeting a non-random, intentional sample of 45 individuals, and the questionnaire form was used as a tool for collecting data from the research sample. As for the results of the study, it showed that all six factors individually affect the procurement decision under the institution's blue ocean strategy under consideration, with an R2 determination factor of 0.705 and an R correlation factor of 0.839, in addition. Proposals have also been made to this institution in the light of the conclusions reached.

Keywords: blue ocean strategy, value innovation, industrial buyer, innovative products.