Decoding the Microbusiness’s Strategy through an Analysis of the Professional Identity of its Owner-Director
Reyes, Grégory
Decoding the Microbusiness’s Strategy through an Analysis of the Professional Identity of its Owner-Director - 2016.
62
The owner-director of a microbusiness is a central element of its performance and development. The literature takes the view that their strategic behavior will depend on their character traits. In its analysis, this work does not attach an important place to the professional aspect. For this purpose and so as to understand their strategic behavior, our research studies the construction of directors’ professional identity. In order to consider this issue, the object of our study is pharmacists. They operate in sector in which the competitive process is increasingly significant. The successive developments of the customer, competition, and authority behavior generate a lot of uncertainties regarding the future of their profession. In other respects, their particularity lies in their hybrid status, as they are both health professionals and tradespeople. This makes their identity placement on the market more difficult. Seventeen owner-directors of pharmacists were examined in the framework of a qualitative exploratory analysis. The results show that professional identity has an impact on directors’ strategic behavior. Three strategic orientations based on an identity that combines both health and trade are identified.
Decoding the Microbusiness’s Strategy through an Analysis of the Professional Identity of its Owner-Director - 2016.
62
The owner-director of a microbusiness is a central element of its performance and development. The literature takes the view that their strategic behavior will depend on their character traits. In its analysis, this work does not attach an important place to the professional aspect. For this purpose and so as to understand their strategic behavior, our research studies the construction of directors’ professional identity. In order to consider this issue, the object of our study is pharmacists. They operate in sector in which the competitive process is increasingly significant. The successive developments of the customer, competition, and authority behavior generate a lot of uncertainties regarding the future of their profession. In other respects, their particularity lies in their hybrid status, as they are both health professionals and tradespeople. This makes their identity placement on the market more difficult. Seventeen owner-directors of pharmacists were examined in the framework of a qualitative exploratory analysis. The results show that professional identity has an impact on directors’ strategic behavior. Three strategic orientations based on an identity that combines both health and trade are identified.
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