Pour une conception stratégique de la valeur des produits et services : une approche dynamique en PME

Abstract : While working with a focus group of SMEs managers, we detected a large uncertainty about future continuity of business transactions. Strategy and value creation of products and services are significantly important if we considered that this kind of organization has a lot of restrictions and depends mainly on their commercial activities to survive, be profitable and grow. But, as we established on the first part of this thesis, although the traditional management approaches converge they seem to be insufficient because they are based on the principles of order and control by considering only a part of the dynamism of these companies, while in practice everything seems to be dynamic, disordered and complex. So we ask the question: How can we help SMEs to create strategies in complex situations? The theoretical proposition developed in the second part studies the dynamical phenomena by classifying the company as a complex system submitted to interruptions and emergencies and linked to dynamics attractors and restrictors. Finally, based on a constructivist epistemology, we have implemented theoretical propositions developed at field-research through an intervention methodology for helping SMEs to design a value creation strategy, of products and services, in a dynamic approach.
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Juan Morua Ramirez. Pour une conception stratégique de la valeur des produits et services : une approche dynamique en PME. Gestion et management. Université de Lorraine, 2013. Français. ⟨NNT : 2013LORR0319⟩. ⟨tel-01751546⟩

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