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Unité de Recherche et d'Applications en Marketing

Innovativité et religiosité: Cas de la consommation alimentaire en Tunisie


Abstract:

                La pénétration  des marchés d’export par de nouveaux produits est l’une des meilleures stratégies offensive pour une multinationale. Cependant cette optique est loin d’être sans risques. L’un des principaux facteurs d’échec est la non-adoption des innovations suite parfois au phénomène de résistance. Dans ce cadre, le traditionnaliste et principalement la religiosité semble être le principal antécédent. Dans le cadre de  notre recherche nous avons modélisé cette relation entre la religiosité et l’innovativité. Nous avons trouvé que l’échelle de l’innovativité choisie (DSI scale)  s’est scindée en deux dimensions une traduisant la recherche et l’adoption des nouveaux produits, l’autre décrivant plutôt un comportement de non adoption. Par ailleurs, les relations entre la religiosité dans le contexte de l’Islam et les deux nouvelles dimensions de l’innovativité se sont avérées significatives et conformes aux résultats dans la littérature.

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