Sabrina Boukellal, (corresponding author), University of Bejaia, SEGC Faculty, Management and Quantitative Techniques Research Laboratory, RN 09 Tichy street, Bejaia 06000, Algeria, e-mail: sabrina.boukellal@univ-bejaia.dz
This study investigates the creativity process involved in product innovation within the context of an Algerian agro-food company. Findings suggest that structured modelling enhances internal coordination and supports more effective decision-making in new product development.
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