The relationship between human resources marketing and innovative work behaviour: an exploratory qualitative study in Tunisian telecommunications operator Tunisie Telecom
by Imene Ben Zekri; Asma Daboussi-Ayadi; Anissa Louzir-Ben Hassine
International Journal of Applied Management Science (IJAMS), Vol. 16, No. 2, 2024

Abstract: This research aimed to study the relationship between Human Resources (HR) marketing and Innovative Work Behaviour (IWB) in the Tunisian context. Indeed, the theme and the problem addressed offer us aspects hitherto unexplored. In response to this challenge, we conducted a case study. Based on a qualitative approach, individual semi-structured interviews were conducted with executives belonging to the Tunisian telecommunications operator-Tunisie Telecom (n = 21). This study enabled us to gain an in-depth understanding of the extent to which the application of HR marketing within the company can develop innovative behaviour at work. The results, as well as managerial and theoretical implications, of this research are discussed in detail. On a theoretical level, our research shows the role of social identity theory in explaining the link between HR marketing and IWB, which is still an unexplored area in academic research. On a managerial level, our contribution lies in raising managers' awareness of the importance of this marketing approach in the development of innovative behaviour among executives.

Online publication date: Wed, 22-May-2024

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