Abstract:

More and more companies search for the solution and have turned towards other types of studies (than qualitative ones), trying out and developing methods while seeking to cross the disciplines, the points of view or contributions. Among these still ignored, but rising, disciplines is semiotics, which relates to “the study of signs systems and their organization within the social life” (Saussure). in other words, and as we will see in the continuation of this paper, semiotics is interested in the communication and especially in its conditions of enunciation, asserting that the form of any message or any communication produces sense and that deciphering this sense, far from being insignificant, can take part in clarifying the comprehension of a concern, and finally, to make the decision-making processes reliable.