Internationale Zeitschrift für Wirtschafts- und Managementwissenschaften

Pricing Innovation Strategy Impact for Telecommunication Industry Companies in Congo Brazzaville Based on Elasticity Analysis

Abstract

Ngomah Madgil Don Stenay Junior, Zhang Youtang, Ngomah Le Temps Décide Amour Prestige and Thierry Belinga

This research uses elasticity analysis to evaluate the impact of pricing innovation on the commercial performance of telecommunication industry Companies in Congo Brazzaville. As a first step, this study develops a refined analysis grid of product innovations according to their content, their "localization" in the company's offer or organization, and the degree of impact they introduce. It has been found that the innovation of telecommunications companies is based on the complicity product price. An innovation products and prices on the market, causing the increase of subscribers, and causing a buying behavior calling them to a high degree of consumption. This triggers an increase in production, therefore increase in sales or the financial indicator, thus encouraging growth on the income rates profitable to businesses. That is why this work has identified the determinants of innovation produced within the telecommunications companies in Congo Brazzaville. This is based on a joint investigation carried out mainly by 4 companies, notably MTN, AIRTEL, WARID and AZUR, which we found more productive and representative in terms of innovation factors and performance indicators. The quantitative data was collected from 2009 to 2016 through the Regulatory Agency of Telecommunication in Congo, convenience sampling was then employed to select four (4) companies. The quantitative data generated from this study was analyzed using Eviews.