اثر المعلومات التسويقية في تطوير المنتجات الجديدة -دراسة تحليلة لقطاع صناعة مواد العناية والتجمبل بالجزاير

Abstract

The study aimed to explore the impact of the Marketing Information System (MIS) on new product development in the cosmetics and personal care industry in Algeria. This was done by analyzing the relationship between two main variables: the Marketing Information System as the independent variable—measured through four dimensions: internal records and reports system, marketing research system, marketing intelligence system, and marketing decision support system—and new product development as the dependent variable, evaluated across five dimensions: idea generation and evaluation, prototype development, analysis and planning, product development and testing, and marketing. The study adopted a descriptive-analytical approach, designing a questionnaire directed at managers, officials, and employees in institutions active within the sector, particularly those who participated in the second edition of the Cosmetica International Exhibition for Cosmetics and Personal Care Products. The study was also supported by oral interviews conducted with a group of officials. The sample consisted of 170 participants from 66 institutions. On the applied side, the study included an analysis of key sector statistics, followed by the analysis of questionnaire results using SPSS v26 for descriptive statistics and SmartPLS V4 for structural equation modeling. The results showed a varying degree of influence for all dimensions of the Marketing Information System on new product development. In conclusion, the study offered a set of recommendations to enhance the efficiency of marketing information systems in supporting innovation, along with suggestions for future research directions.