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Case study at the Regional Directorate for mobile phone dealers Ooredoo
ﻋﺒﺪ اﻟﻔﺘﺎح ﺑﻮﺧﻤﺨﻢ ﻣﺼﺒﺎح ﻋﺎﺋﺸﺔ1
ﺩﻭﺭ ﺍﻟﻴﻘﻈﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻲ ﺗﻄﻮﻳﺮ ﺍﻟﻤﻴﺰﺓ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﺍﻟﻌﻨﻮﺍﻥ:
ﺟﺎﻣﻌﺔﳏﻤﺪ اﻟﺼﺪﻳﻖ ﺑﻦ ﳛﻲ ﺟﻴﺠﻞ ﺟﺎﻣﻌﺔ ﻋﺒﺪ اﳊﻤﻴﺪ ﻣﻬﺮي ﻗﺴﻨﻄﻴﻨﺔ 2
ﻟﻠﻤؤﺳﺴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ :ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ ﺑﺎﻟﻤﺪﻳﺮﻳﺔ ﺍﻟﺠﻬﻮﻳﺔ
boukhemkhem_abd@yahoo.fr aicha.mesbah@univ-constantine2.dz
ﻟﻠﺸﺮﻕ ﻟﻤﺘﻌﺎﻣﻞ ﺍﻟﻬﺎﺗﻒ ﺍﻟﻨﻘﺎﻝ ﺃﻭﺭﻳﺪﻭ
ﺗﺎرﻳﺦ اﻟﻨﺸﺮ 2019/06/03 ﺗﺎرﻳﺦ اﻹرﺳﺎل 2018/04/25ﺗﺎرﻳﺦ اﻟﻘﺒﻮل 2019/04/10
ﻣﺠﻠﺔ ﺩﺭﺍﺳﺎﺕ ﺍﻗﺘﺼﺎﺩﻳﺔ ﺍﻟﻤﺼﺪﺭ:
ﺟﺎﻣﻌﺔ ﻋﺒﺪﺍﻟﺤﻤﻴﺪ ﻣﻬﺮﻱ -ﻗﺴﻨﻄﻴﻨﺔ - 2ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ
Abstract: ﺍﻟﻨﺎﺷﺮ:ﻣﻠﺨﺺ:
Our ﺍﻟﺘﺴﻴﻴﺮ studyﻭﻋﻠﻮﻡ aimsﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ to
ﺪف دراﺳﺘﻨﺎ إﱃ ﻣﻌﺮﻓﺔ اﻟﺪور اﻟﺬي ﺗﻠﻌﺒﻪ understandthe role played by
ﻋﺎﺋﺸﺔاﳌﻴﺰة strategic vigilance in developingthe ﻣﺼﺒﺎﺡ ،وﺗﻨﻤﻴﺔ
اﺗﻴﺠﻴﺔ ﰲ ﺗﻄﻮﻳﺮ، اﻟﻴﻘﻈﺔ اﻻﺳﱰ
ﺍﻟﺮﺋﻴﺴﻲ: ﺍﻟﻤؤﻟﻒ
competitive advantage of the
ﺑﻮﺧﻤﺨﻢ ،أور ﻳﺪو،
ﻋﺒﺪﺍﻟﻔﺘﺎﺣ)ﻢ .ﻣﺸﺎﺭﻙ(
mobile operator ‘Ooredoo’. The
ﳌﺘﻌﺎﻣﻞ اﳍﺎﺗﻒ اﻟﻨﻘﺎل ﺎﻓﺴﻴﺔﺁﺧﺮﻳﻦ: اﻟﺘﻨ
ﻣؤﻟﻔﻴﻦ
اﳌﻨﻬﺞ اﻟﻮﺻﻔﻲ analytical descriptiveapproach was اﻋﺘﻤﺎد ﻉ1
ﺍﻟﻤﺠﻠﺪ/ﺍﻟﻌﺪﺩ:اﳍﺪف ﰎ ﻣﺞ,6
وﻟﺘﺤﻘﻴﻖ ﻫﺬا
adopted in the theoreticalpart of the
study ,and the case stady
ﻧﻌﻢوﻣﻨﻬﺞ دراﺳﺔ اﳊﺎﻟﺔ اﻟﺘﺤﻠﻴﻠﻲ ﰲ اﳉﺰء اﻟﻨﻈﺮي،
ﻣﺤﻜﻤﺔ:
methodology based on ﺑﺎﻻﻋﺘﻤﺎد ﻋﻠﻰ أداة اﳌﻘﺎﺑﻠﺔ ﰲ اﳉﺰء اﻟﻌﻤﻠﻲthe ،
2019 ﺍﻟﺘﺎﺭﻳﺦ ﺍﻟﻤﻴﻼﺩﻱ:
وﻗﺪ ﺗﻮﺻﻠﺖ اﻟﺪراﺳﺔ إﱃ أن اﳌﺆﺳﺴﺔ ﺗﻌﺘﻤﺪ ﰲ interview tool in its practical part.
The study foundthat the company ﺟﻮﺍﻥ ﺍﻟﺸﻬﺮ:
ﺻﻴﺎﻏﺔ اﺳﱰاﺗﻴﺠﻴﺎ ﺎ اﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻠﻰ اﳌﻌﻠﻮﻣﺎت relies on its strategic vigilance to get
اﳌﻨﺎﻓﺴﲔ اﳊﺎﻟﻴﲔinformation about the current and ، 23 - 46 ﺍﻟﺼﻔﺤﺎﺕ:
اﻟﱵ ﺗﺰودﻫﺎ ﺎ اﻟﻴﻘﻈﺔ ﺣﻮل
prospective competitors, 997085 ﺭﻗﻢ :MD
واﳌﺮﺗﻘﺒﲔ ،وﻧﻘﺎط ﻗﻮ ﻢ ،وﺿﻌﻔﻬﻢ ،وﻛﻞ ﻣﺎ ﻣﻦ andconcluded that vigilance helps
وﺣﺼﺘﻬﺎ to develop the sources ofits اﻟﺘﻨﺎﻓﺴﻲ،
ﻭﻣﻘﺎﻻﺕ ﺑﺤﻮﺙ ﺍﻟﻤﺤﺘﻮﻯ:ﻋﻠﻰ ﻣﺮﻛﺰﻫﺎ
ﻧﻮﻉﺷﺄﻧﻪ أن ﻳﺆﺛﺮ
competitive advantage , make it
Arabicاﻟﻴﻘﻈﺔ ﲤﻜﻨﻬﺎ harder for competitorsto emulate it, اﻟﺴﻮﻗﻴﺔ ،ﻛﻤﺎ ﺧﻠﺼﺖ إﱃ أن ﺍﻟﻠﻐﺔ:
EcoLinkﺎ اﻟﺘﻨﺎﻓﺴﻴﺔand therefore to achieve effective ، ﺍﻟﻤﻌﻠﻮﻣﺎﺕ :ﻣﺼﺎدر ﻣﻴﺰ
ﻗﻮﺍﻋﺪ ﺗﻨﻤﻴﺔ ،وﺗﻨﻮﻳﻊ
ﻣﻦ
competitive performance in the
ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻟﻤؤﺳﺴﺎﺕ ،ﺍﻟﺘﻨﺎﻓﺲ
telecommunications
ﻟﻴﺼﻌﺐ ﻋﻠﻰ اﳌﻨﺎﻓﺴﲔ ﳏﺎﻛﺎ ﺎ ،ﻓﺘﺤﻘﻖ ﺑﺬﻟﻚ
ﺍﻹﺩﺍﺭﺓ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ،ﺇﺩﺍﺭﺓ sector. ﻣﻮﺍﺿﻴﻊ:
Key words:
https://search.mandumah.com/Record/997085
.اﻻﺗﺼﺎﻻت ﻗﻄﺎع ﰲ ﺎلﻓﻌ
ّ ﺗﻨﺎﻓﺴﻲ أداء
ﺭﺍﺑﻂ:
Strategic vigilance, strategic
vigilance system, information,
اﻟﻴﻘﻈﺔ اﻟﻤﻔﺘﺎﺣﻴﺔ: اﻟﻜﻠﻤﺎت
competitiveness, اﻻﺳﱰاﺗﻴﺠﻴﺔ ،ﻧﻈﺎم اﻟﻴﻘﻈﺔ اﻻﺳﱰاﺗﻴﺠﻴﺔcompetitive ،
advantage اﳌﻌﻠﻮﻣﺎت ،اﻟﺘﻨﺎﻓﺴﻴﺔ ،اﳌﻴﺰة اﻟﺘﻨﺎﻓﺴﻴﺔ
Classification JEL : M15 ﺗﺼﻨﻴﻒ M15 :JEL
© 2020ﺩﺍﺭ ﺍﻟﻤﻨﻈﻮﻣﺔ .ﺟﻤﻴﻊ ﺍﻟﺤﻘﻮﻕ ﻣﺤﻔﻮﻇﺔ.
ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻣﺘﺎﺣﺔ ﺑﻨﺎﺀ ﻋﻠﻰ ﺍﻹﺗﻔﺎﻕ ﺍﻟﻤﻮﻗﻊ ﻣﻊ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ،ﻋﻠﻤﺎ ﺃﻥ ﺟﻤﻴﻊ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﻣﺤﻔﻮﻇﺔ.
ﻳﻤﻜﻨﻚ ﺗﺤﻤﻴﻞ ﺃﻭ ﻃﺒﺎﻋﺔ ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻟﻼﺳﺘﺨﺪﺍﻡ ﺍﻟﺸﺨﺼﻲ ﻓﻘﻂ ،ﻭﻳﻤﻨﻊ ﺍﻟﻨﺴﺦ ﺃﻭ ﺍﻟﺘﺤﻮﻳﻞ ﺃﻭ ﺍﻟﻨﺸﺮ ﻋﺒﺮ ﺃﻱ
ﻭﺳﻴﻠﺔ )ﻣﺜﻞ ﻣﻮﺍﻗﻊ ﺍﻻﻧﺘﺮﻧﺖ ﺃﻭ ﺍﻟﺒﺮﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ( ﺩﻭﻥ ﺗﺼﺮﻳﺢ ﺧﻄﻲ ﻣﻦ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﺃﻭ ﺩﺍﺭ ﺍﻟﻤﻨﻈﻮﻣﺔ.
Case study at the Regional Directorate for mobile phone dealers Ooredoo
ﻋﺒﺪ اﻟﻔﺘﺎح ﺑﻮﺧﻤﺨﻢ 1ﻋﺎﺋﺸﺔﻣﺼﺒﺎح
ﺟﺎﻣﻌﺔﳏﻤﺪ اﻟﺼﺪﻳﻖ ﺑﻦ ﳛﻲ ﺟﻴﺠﻞ 2 ﺟﺎﻣﻌﺔ ﻋﺒﺪ اﳊﻤﻴﺪ ﻣﻬﺮي ﻗﺴﻨﻄﻴﻨﺔ
boukhemkhem_abd@yahoo.fr aicha.mesbah@univ-constantine2.dz
2019/06/03 ﺗﺎرﻳﺦ اﻟﻨﺸﺮ 2019/04/10 ﺗﺎرﻳﺦ اﻟﻘﺒﻮل 2018/04/25 ﺗﺎرﻳﺦ اﻹرﺳﺎل
Abstract: :ﻣﻠﺨﺺ
Our study aims to
understandthe role played by ﺪف دراﺳﺘﻨﺎ إﱃ ﻣﻌﺮﻓﺔ اﻟﺪور اﻟﺬي ﺗﻠﻌﺒﻪ
strategic vigilance in developingthe وﺗﻨﻤﻴﺔ اﳌﻴﺰة،اﻟﻴﻘﻈﺔ اﻻﺳﱰاﺗﻴﺠﻴﺔ ﰲ ﺗﻄﻮﻳﺮ
competitive advantage of the
mobile operator ‘Ooredoo’. The
،اﻟﺘﻨﺎﻓﺴﻴﺔ ﳌﺘﻌﺎﻣﻞ اﳍﺎﺗﻒ اﻟﻨﻘﺎل أور ﻳﺪو
analytical descriptiveapproach was وﻟﺘﺤﻘﻴﻖ ﻫﺬا اﳍﺪف ﰎ اﻋﺘﻤﺎد اﳌﻨﻬﺞ اﻟﻮﺻﻔﻲ
adopted in the theoreticalpart of the
study ,and the case stady
وﻣﻨﻬﺞ دراﺳﺔ اﳊﺎﻟﺔ،اﻟﺘﺤﻠﻴﻠﻲ ﰲ اﳉﺰء اﻟﻨﻈﺮي
methodology based on the ،ﺑﺎﻻﻋﺘﻤﺎد ﻋﻠﻰ أداة اﳌﻘﺎﺑﻠﺔ ﰲ اﳉﺰء اﻟﻌﻤﻠﻲ
interview tool in its practical part. وﻗﺪ ﺗﻮﺻﻠﺖ اﻟﺪراﺳﺔ إﱃ أن اﳌﺆﺳﺴﺔ ﺗﻌﺘﻤﺪ ﰲ
The study foundthat the company
relies on its strategic vigilance to get ﺻﻴﺎﻏﺔ اﺳﱰاﺗﻴﺠﻴﺎ ﺎ اﻟﺘﻨﺎﻓﺴﻴﺔ ﻋﻠﻰ اﳌﻌﻠﻮﻣﺎت
information about the current and ،اﻟﱵ ﺗﺰودﻫﺎ ﺎ اﻟﻴﻘﻈﺔ ﺣﻮل اﳌﻨﺎﻓﺴﲔ اﳊﺎﻟﻴﲔ
prospective competitors,
andconcluded that vigilance helps وﻛﻞ ﻣﺎ ﻣﻦ، وﺿﻌﻔﻬﻢ، وﻧﻘﺎط ﻗﻮ ﻢ،واﳌﺮﺗﻘﺒﲔ
to develop the sources ofits وﺣﺼﺘﻬﺎ،ﺷﺄﻧﻪ أن ﻳﺆﺛﺮ ﻋﻠﻰ ﻣﺮﻛﺰﻫﺎ اﻟﺘﻨﺎﻓﺴﻲ
competitive advantage , make it
harder for competitorsto emulate it, ﻛﻤﺎ ﺧﻠﺼﺖ إﱃ أن اﻟﻴﻘﻈﺔ ﲤﻜﻨﻬﺎ،اﻟﺴﻮﻗﻴﺔ
and therefore to achieve effective ، وﺗﻨﻮﻳﻊ ﻣﺼﺎدر ﻣﻴﺰ ﺎ اﻟﺘﻨﺎﻓﺴﻴﺔ،ﻣﻦ ﺗﻨﻤﻴﺔ
competitive performance in the
telecommunications sector.
ﻓﺘﺤﻘﻖ ﺑﺬﻟﻚ،ﻟﻴﺼﻌﺐ ﻋﻠﻰ اﳌﻨﺎﻓﺴﲔ ﳏﺎﻛﺎ ﺎ
Key words: .ﻓﻌﺎل ﰲ ﻗﻄﺎع اﻻﺗﺼﺎﻻت ّ أداء ﺗﻨﺎﻓﺴﻲ
Strategic vigilance, strategic
vigilance system, information,
اﻟﻴﻘﻈﺔ :اﻟﻤﻔﺘﺎﺣﻴﺔ اﻟﻜﻠﻤﺎت
competitiveness, competitive ، ﻧﻈﺎم اﻟﻴﻘﻈﺔ اﻻﺳﱰاﺗﻴﺠﻴﺔ، اﻻﺳﱰاﺗﻴﺠﻴﺔ
advantage اﳌﻴﺰة اﻟﺘﻨﺎﻓﺴﻴﺔ، اﻟﺘﻨﺎﻓﺴﻴﺔ، اﳌﻌﻠﻮﻣﺎت
Classification JEL : M15 M15 :JEL ﺗﺼﻨﻴﻒ
1, collecté de l’information.
11 Daniel Rouach, la veille technologique et intelligence économique, Que sais-je ? PUF, 1996.
12 Laurent Hermel, Maitriser et pratiquer la veille stratégique, édition AFNOR, France,2001, p :
11.
13 Inès Boulifa Tamboura ,Identification des facteurs critique de succès pour la mise en place
d’un dispositif de veille stratégique, thèse du doctorat, ISG-Tunis, Tunis , 2008, p : 60.
14 Laurent Hermel, op-cite, p : 12
15 Michel Besson-beic et Laurent Leloup, La veille commerciale par CFO-news http:// www.cfo-
stratégie pour les économies émergentes, édition l’harmattan, France, 2005, p : 176.
18 Stéphane Dumas, Développement d’un système de veille stratégique dans un centre
.37:ص،1998، ﻣﺼﺮ، ﻣﺮﻛﺰ اﻹﺳﻜﻨﺪرﻳﺔ، اﻟﻤﻴﺰة اﻟﺘﻨﺎﻓﺴﻴﺔ ﻓﻲ ﻣﺠﺎل اﻷﻋﻤﺎل، ﻧﺒﻴﻞ ﻣﺮﺳﻲ ﺧﻠﻴﻞ23
24 M. Porter, op-cite, p : 14.
25 Gérard Garibaldi, stratégie concurrentielle : choisir et gagner, édition d’organisation, France,
1994, pp : 95-96.
26 M. Porter, L’avantage Concurrentiel : comment devancer ses concurrents et maintenir son
29 Ibid, p : 81.
30 .100-99: ص ص، ﻣﺮﺟﻊ ﺳﺒﻖ ذﻛﺮﻩ،ﻧﺒﻴﻞ ﻣﺮﺳﻲ ﺧﻠﻴﻞ
31 Thomas Lugagne, Management des organisations, partie 7 : le processus et le diagnostic
stratégique : L’avantage concurrentiel, http://
thomas.lugagne.free.fr/MDOtermSTG%20%20avantage%20concurrentiel.doc. consulté
le13/03/2015 à 19h52.
32Humbert Lesca, Janissel-muniz.R, PME : Utilisation d’internet pour la veille stratégique