Abstract

The purpose of this study is to identify the employees’ perceptions towards the level of availability of innovative marketing and the entrepreneurial orientation in Mobilis Biskra Company. It is also aimed to determine the nature of the relationship and the impact between them. Achieving that, a questionnaire was formed and distributed to the study sample. It is used in the statistical analysis of the data a set of statistical methods, including: descriptive statistics measures (arithmetic mean and standard deviation), simple linear regression analysis. Etc. The study reached a wide range of results, the most important of which are: The level of availability of innovative marketing and the entrepreneurial orientation in Mobilis company was high according to the study scale, as well as the presence of a significant role of innovative marketing in its various dimensions in enhancing the entrepreneurial orientation of the company under study. Furthermore, the study concluded a number of recommendations, most notably: The company under study should invest more and continuously in the areas of innovative marketing, provide modern and advanced information technology, and intensify research and development activities to achieve entrepreneurship, in addition to spreading the entrepreneurial culture that boosts innovation and creativity.