The objective of this paper is to analyse the olive oil value chain (OVC) in the Governorate of Medenine (south-east of Tunisia) and the relationships between its main operators for an effective involvement and better performance and resilience of olive sector. Based on semi structured interviews and participatory multi-stakeholders’ workshops, OVC has been analysed and described. MACTOR approach has been applied to establish linkages among chain operators and activities in a partnership approach.
The core idea of the article is the existence of complicated array of deterrent factors that influences innovation activity of agriculture organizations, and subjective, psychological factors among those factors as well. The main goal of this work is to assess the top management and proprietors’ of AIC enterprises readiness to implement the innovations. As a research’ working hypothesis used the decisive role of human factor in answering the question whether to innovate or not.