This paper aims to investigate a new perspective that can incrementally analyze framework of entrepreneurs’ representations with regards to engineer image. It identifies managers’ attitudes towards the engineer and reveals the real factors that can explain the policy of hiring senior technicians in the Tunisian Cap-Bon industry. The sociological analysis of the representation of the industrial company leader on the issue of executive recruitment engineers had helped to highlight the risks of driving performed changes, the discrepancy between managerial objectives and how implement decisions. The ultimate consequences of this inconsistency can brake recruiting new engineers. Results highlight the influence of the entrepreneurs’ representations on the employment issue. Analysis of attitudes demonstrates that mind of leader towards framework engineer seems irrational, as long as, leader integrates technical uncertainties related to organizational and economic changes. In line with the main study, these social representations of the frame could be made on configurations, opinions, habits, equity positions, varied and often contradictory. If we are willing to embrace the idea that there would be a “change” in entrepreneurs’ representations towards engineers, it might be incrementally achieved through a triple register: cognitive, strategic and ethical.
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