The Practice of Innovation : A Qualitative Study

Innovation has become a reality in the business world and is the engine of success and survival. Given this provision, interest in understanding innovation, its implementation and its role with SME managers could contribute to better invest in innovation management.The goal of our research is to provide a theoretical analysis of innovation in small and medium enterprises.In this article we try, through a content analysis to identify the drivers of innovation. The qualitative study of Tunisian companies operating in the food sector shows that innovation, the result of the business, is a matter of all stakeholders and is based on a set of values and norms