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Abstract
Marketing innovation requires from organisations to continuously search for the
development of its products in a way that achieves new gains to its customers/clients, and
fulfills their needs and requirements. Furthermore, marketing innovation requires the making of
new and unprecedented marketing operations.
The goal of this study is to show the impressive role which marketing innovation might play
in improving corporate performance and to what extent it is one of the factors of growth,
through the innovation of products, prices, promotion, and distribution.
From what precedes, the Algerian economic firms through Sidi-Elkebir's company as a
model, innovate new products and operations based on marketing innovation as an avenue to
enable them outliving in stiff competitiveness which is characterising their environment. The
ultimate goal being the protection of their market share at least.

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