Résumé:
The current era is witnessing one of the most important factors on which the success of
institutions depends, namely creativity and innovation. Creative and innovative institutions are the
ones that monopolize the market and this is to apply economic mechanisms that help create
competitive and creative advantages to satisfy the customer and ensure his loyalty to it, as well as
to ensure that it remains in control of the market in the long run. Due to the new nature of the
economy and intense competition in the markets, Algerian companies are forced to adopt
unconventional methods of competition or to maintain their market share, which has become very
difficult in today’s world. It is necessary to provide everything new and develop traditional
production methods. Among the institutions that change important efforts in the field of creativity
and innovation to improve them more and more in order to be at a greater level compared to
competing institutions and this is what we will clarify through these studies.