Title: The relationship between human resources marketing and innovative work behaviour: an exploratory qualitative study in Tunisian telecommunications operator Tunisie Telecom

Authors: Imene Ben Zekri; Asma Daboussi-Ayadi; Anissa Louzir-Ben Hassine

Addresses: LISEFE Laboratory, Management Department, Faculty of Economic Sciences and Management of Tunis, University of Tunis el Manar, Tunis, Tunisia ' LISEFE Laboratory, Management Department, Higher Institute of Management of Tunis, University of Tunis el Manar, Tunis, Tunisia ' LISEFE Laboratory, Management Department, Higher Institute of Informatics and Management of Kairouan, University of Kairouan, Kairouan, Tunisia

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.

Keywords: human resources marketing; innovative work behaviour; qualitative study; Tunisie Telecom; Tunisia.

DOI: 10.1504/IJAMS.2024.138647

International Journal of Applied Management Science, 2024 Vol.16 No.2, pp.194 - 214

Received: 01 Jul 2023
Accepted: 10 Dec 2023
Published online: 22 May 2024 *

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