Technological innovation has become important prerequisite for firms’ survival and growth. This leads to wonder about the position of technological innovation in the firms’ managers’ strategies of the industrial sector. For this, a qualitative approach based on cognitive mapping was adopted. Research results show that technological innovation is much more integrated into cost leadership and differentiation generic strategies than into intent strategies. Thus, moving from strategic logic based on “product– market” ratio; to strategic intent logic based on mobilizing resources and competencies, is remaining elusive for managers’ in Tunisian industrial firms.
Key words: Technological innovation, Generic strategies, Strategic intent, Cognitive mapping
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