IDEAS home Printed from https://ideas.repec.org/a/ids/injams/v16y2024i2p194-214.html
   My bibliography  Save this article

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

Author

Listed:
  • Imene Ben Zekri
  • Asma Daboussi-Ayadi
  • Anissa Louzir-Ben Hassine

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.

Suggested Citation

  • Imene Ben Zekri & Asma Daboussi-Ayadi & Anissa Louzir-Ben Hassine, 2024. "The relationship between human resources marketing and innovative work behaviour: an exploratory qualitative study in Tunisian telecommunications operator Tunisie Telecom," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 16(2), pages 194-214.
    • Handle: RePEc:ids:injams:v:16:y:2024:i:2:p:194-214
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=138647
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:injams:v:16:y:2024:i:2:p:194-214. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=286 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.