Ambitious Vision and Micro-Radical Innovations: The Beginning of Strategic Intent in Tunisia
Hajer Najeh* (Higher Institute of Management of Gabes, Gabes University, Tunisia), and Mahmoud Zouaoui(Professor, Higher School of Commerce of Tunis, Manouba University, Tunisia), *Corresponding author'sEmail
Hajer and Zouaoui, Mahmoud (2015), “Ambitious Vision and Micro-Radical
Innovations: The Beginning of Strategic Intent in Tunisia”, MERC Global’s International Journal of Management, Vol. 3, Issue 2, pp. 39-55.
Submitted: January 15, 2015, Revision received: February 06, 2015,
Accepted: February 16, 2015
The essence of the strategy is not to adopt key
factors of success in an industry, but to have a strong will to refrain the
habitual patterns, to redefine the borders and to reform the rules to obtain
the advantages. This behaviour characterised the Japanese firms that have
successfully managed to stay ahead of the American companies in the 1990s. This
was followed up by radical technological innovations for achieving core
competencies. The strategic intent corresponded to an ambitious vision,
generating the changes and the destabilisation of the existing competitive
dynamics. A willingness to define a strategic intent has also been demonstrated
by the firms in developing countries like Tunisia. The objective of this case
study is twofold: first, it determines the intensity of technological
innovations adopted, patented as well as commercialised on an international
scale by innovative Tunisian companies. Second, it explicates the nature of
strategic behaviour of those innovative Tunisian companies, having an ambitious
vision. Consequently, this case study exhibits the determinants of strategic
intent in emerging countries. A Tunisian company, Sopal, which is founded in
1988 and manufacturing the brass items, has been chosen for a case study. This
case study is based on secondary as well as primary data. The secondary data
were collected through the sources viz. books, scholarly research journals,
website of professional bodies etc., while the interview with the managers of
Tunisian companies has been conducted to accumulate the primary data.
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