{"id":9111,"date":"2010-03-09T07:00:55","date_gmt":"2010-03-09T06:00:55","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2443"},"modified":"2022-03-13T18:00:28","modified_gmt":"2022-03-13T17:00:28","slug":"adn-entreprise-innovante","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/03\/09\/adn-entreprise-innovante\/","title":{"rendered":"L&rsquo;ADN de l&rsquo;entreprise innovante : seuls les plus aptes survivront-ils ?"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright\" style=\"margin-left: 5px; margin-right: 5px;\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/030710_1327_ladndelentr1.jpg\" alt=\"\" width=\"154\" height=\"216\" align=\"left\" \/>Avouons-le franchement, ma note de biologie au bac ne me permet pas de parler en toute connaissance de cause de la g\u00e9n\u00e9tique ni de la fa\u00e7on dont elle a r\u00e9volutionn\u00e9 les sciences \u2013 et j&rsquo;en conviens \u2013 les sciences sociales et le management particulier. Je vais n\u00e9anmoins passer outre ce probl\u00e8me pour pr\u00e9senter le livre <span class=\"removed_link\" title=\"http:\/\/fr.linkedin.com\/pub\/isabelle-denervaud\/0\/2A3\/629\">d&rsquo;Isabelle Denervaud<\/span> et <a href=\"http:\/\/www.journaldunet.com\/itws\/it_chatin.shtml\">Olivier Chatin<\/a> intitul\u00e9 <a href=\"http:\/\/www.pearson.fr\/livre\/?GCOI=27440100555370\"><em>l&rsquo;ADN de l&rsquo;entreprise innovan<\/em>te<\/a> qui est paru r\u00e9cemment aux \u00e9ditions Pearson, sous le patronage de <a href=\"http:\/\/www.bearingpoint.fr\/\"><em>Bearing Point<\/em><\/a><em><br \/>\n<\/em>dont les deux auteurs sont respectivement Directeur associ\u00e9 et Pr\u00e9sident.<\/p>\n<h2>L&rsquo;ADN de l&rsquo;entreprise innovante : seuls les plus aptes survivront-ils ?<\/h2>\n<figure id=\"attachment_54933\" aria-describedby=\"caption-attachment-54933\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/livre-banc-innovation.jpg\"><img decoding=\"async\" class=\"wp-image-54933 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/livre-banc-innovation.jpg\" alt=\"l'ADN de l'entreprise innovante : seuls les plus aptes survivront-ils ?\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/livre-banc-innovation.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/livre-banc-innovation-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-54933\" class=\"wp-caption-text\">L&rsquo;ADN de l&rsquo;entreprise innovante : seuls les plus aptes survivront-ils ?<\/figcaption><\/figure>\n<p>En effet, sans pouvoir juger de la pertinence de la m\u00e9taphore sur un plan scientifique (double h\u00e9lice insiste Philippe Lemoine dans son introduction, simple h\u00e9lice dans la version finale du livre, etc. je ne suis pas s\u00fbr que ce soit la question la plus importante). Ce sont des questions cruciales que se sont pos\u00e9es les auteurs, et dont les discussions th\u00e9oriques sur la m\u00e9taphore scientifique pourraient h\u00e9las \u00e9luder l&rsquo;importance :<!--more--><\/p>\n<ul>\n<li><img decoding=\"async\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/030710_1327_ladndelentr2.gif\" alt=\"\" align=\"right\" \/>A : faut-il avoir un code g\u00e9n\u00e9tique particulier pour innover ? C&rsquo;est-\u00e0-dire, certaines entreprises, plus que d&rsquo;autres, sont-elles bloqu\u00e9es dans leur capacit\u00e9 d&rsquo;aller en avant\u00a0?<\/li>\n<li>B : \u00e0 supposer que cela soit vrai, l&rsquo;entreprise en question peut-elle s&rsquo;adapter \u00e0 son environnement ext\u00e9rieur et nouer les bonnes alliances ? (c&rsquo;est \u00e0 dire, pour employer le parall\u00e8le sugg\u00e9r\u00e9 par les auteurs, modifier son ADN via ses des interactions et adopter de nouveaux comportements. Voir le sch\u00e9ma 1 de la page 17 ci-contre)\u00a0;<\/li>\n<li>C : \u00e0 supposer toujours que A &amp; B se v\u00e9rifient, les entreprises les plus agiles seront-elles les seules \u00e0 survivre ? Et donc assisterait-on \u00e0 une Darwinisation du monde \u00e9conomique o\u00f9 seuls les plus aptes pourraient survivre (\u00ab\u00a0survival of the fittest\u00a0\u00bb).<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/030710_1327_ladndelentr3.gif\" alt=\"\" align=\"left\" \/>Et qu&rsquo;est-ce qui nous am\u00e8ne \u00e0 nous poser ces questions ? Les auteurs r\u00e9spondent : l&rsquo;entreprise hyper-connect\u00e9e (figure \u00a74 \u00e0 gauche). Le consommateur \u2013 devenu consommacteur selon une formule d\u00e9sormais bien connue \u2013 est venu bouleverser les bases de la recherche-d\u00e9veloppement \u00e0 grand papa, for\u00e7ant les entreprises \u00e0 s&rsquo;adapter en permanence, et \u00e0 se transformer en profondeur pour embrasser les nouveaux outils de communication (voir \u00e0 ce sujet, <a href=\"https:\/\/web.archive.org\/web\/20121024045158\/http:\/\/france.media-aces.org\/2010\/03\/01\/plus-que-2-semaines-pour-vous-inscrire-a-la-conference-media-aces\/\">le programme de la future conf\u00e9rence Media-Aces du 16 mars<\/a>).<\/p>\n<p>Il est vrai que ces temps-ci les des exemples de secteurs boulevers\u00e9s par la d\u00e9sinterm\u00e9diation et les \u00e9volutions rapides des comportements abondent. Ce n&rsquo;\u00e9tait pas le cas il y a encore quelques ann\u00e9es : Industrie photographique, industrie du disque, \u00e9ditions et presses, transport et tourisme (cherchez une agence de voyages traditionnelle et \u00a0comptez celles qui ferment et les rachats d&rsquo;enseigne) etc. \u00a0m\u00eame si je suis d&rsquo;accord avec <span class=\"removed_link\" title=\"http:\/\/www.orange-business.tv\/2010\/01\/generation-participation---interview-de-thierry-maillet.html\">Thierry Maillet<\/span> pour reconna\u00eetre les limites de la d\u00e9sinterm\u00e9diation et la r\u00e9surgence de l&rsquo;interm\u00e9diation.<\/p>\n<p>Denervaud et Chatin marquent un point. Et m\u00eame un deuxi\u00e8me, car il est vrai qu&rsquo;il y a des entreprises o\u00f9 tout est possible, certaines un peu moins et d&rsquo;autres encore o\u00f9 l&rsquo;initiative est la cr\u00e9ativit\u00e9 sont musel\u00e9es, et o\u00f9 rien n&rsquo;est possible en termes d&rsquo;innovation. La r\u00e9sistance au changement n&rsquo;est pas le fait que d&rsquo;un seul facteur, souvent l&rsquo;\u00e2ge d\u00e9crit comme un facteur aggravant, mais bien de plusieurs facteurs concomitants. Qu&rsquo;est-ce qui d\u00e9finit donc une soci\u00e9t\u00e9 innovante, dont les g\u00e8nes sont naturellement bien orient\u00e9s et pr\u00e9parent les changements de demain ? Voici les ingr\u00e9dients qui selon les auteurs, pourraient vous aider \u00e0 s\u00e9parer le bon grain de l&rsquo;ivraie :<\/p>\n<ul>\n<li>Premi\u00e8rement : les acteurs et les profils. Car il y a plusieurs profils possibles (voir le tableau fort bien fait de la page 37 et que je traduirai certainement pour mon prochain cours de Dauphine \u2013 version 2007 ici) : explorateurs, modificateurs, anticipateurs et exp\u00e9rimentateurs ;<\/li>\n<li>Deuxi\u00e8mement : id\u00e9ation et cr\u00e9ativit\u00e9. Pour \u00e9viter de tourner en rond et r\u00e9inventer la roue et aussi pour faire bouillonner l&rsquo;entreprise tout en encadrant sa cr\u00e9ativit\u00e9 dans un processus ;<\/li>\n<li>Troisi\u00e8mement : l&rsquo;\u00e9motion (marketing, design, sciences humaines) qui peut rendre l&rsquo;innovation d\u00e9sirable et permet de mettre les sens du client l&rsquo;action. Cela comporte quatre actions : diff\u00e9renciation, coordination, transformation et \u00e9valuation ;<\/li>\n<li>Quatri\u00e8mement : collaboration et ex\u00e9cution car il ne suffit pas d&rsquo;inventer, il faut savoir livrer l&rsquo;innovation.<\/li>\n<\/ul>\n<p>C&rsquo;est bien vu et d\u00e9montre assez clairement la complexit\u00e9 dans l&rsquo;innovation. On comprend mieux pourquoi toutes les entreprises ne sont pas dot\u00e9es de cet ADN l\u00e0 ! Et ce n&rsquo;est pas tout, car ensuite l&rsquo;entreprise doit-elle encore se plonger dans son environnement, nouer des relations complexes et fructueuses et survivre \u00e0 un environnement en mouvement. Ouf ! On comprend pourquoi il y en a beaucoup qui pr\u00e9f\u00e8rent la finance.<\/p>\n<p>Voil\u00e0 donc une contribution int\u00e9ressante \u00e0 la litt\u00e9rature, d\u00e9j\u00e0 riche, de l&rsquo;innovation, sujet qui semble avoir surv\u00e9cu \u00e0 la crise au-del\u00e0 de nos esp\u00e9rances, et bien mieux que pr\u00e9c\u00e9demment (crises des ann\u00e9es 80,92-95 et 2001). Et dans un sens, cela se comprend aussi ; l&rsquo;innovation c&rsquo;est l&rsquo;enthousiasme, c&rsquo;est la cr\u00e9ativit\u00e9, c&rsquo;est la <em>vie<\/em> en quelque sorte, il n&rsquo;y a donc pas grand-chose d&rsquo;\u00e9tonnant \u00e0 ce que l&rsquo;analogie darwinienne ait \u00e9t\u00e9 choisie par nos deux auteurs consultants.<\/p>\n<p>Achetez l&rsquo;<a href=\"http:\/\/www.amazon.fr\/LADN-lentreprise-innovante-Isabelle-Denervaud\/dp\/2744074225\">ADN de l&rsquo;entreprise innovation via Amazon<\/a> ou directement sur le <a href=\"http:\/\/www.pearson.fr\/livre\/?GCOI=27440100555370\">site de l&rsquo;\u00e9diteur <em>Pearson<\/em><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avouons-le franchement, ma note de biologie au bac ne me permet pas de parler en toute connaissance de cause de la g\u00e9n\u00e9tique ni de la fa\u00e7on dont elle a r\u00e9volutionn\u00e9 les sciences \u2013 et j&rsquo;en conviens \u2013 les sciences sociales et le management particulier. Je vais n\u00e9anmoins passer outre ce probl\u00e8me pour pr\u00e9senter le livre &hellip;<\/p>\n","protected":false},"author":2,"featured_media":54933,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-9111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;ADN de l&#039;entreprise innovante : seuls les plus aptes survivront-ils ?<\/title>\n<meta name=\"description\" content=\"Pr\u00e9sentation du livre d&#039;Isabelle Denervaud et Olivier Chatin intitul\u00e9 l&#039;ADN de l&#039;entreprise innovante qui est paru aux \u00e9ditions Pearson\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2010\/03\/09\/adn-entreprise-innovante\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;ADN de l&#039;entreprise innovante : seuls les plus aptes survivront-ils ?\" \/>\n<meta property=\"og:description\" content=\"Pr\u00e9sentation du livre d&#039;Isabelle Denervaud et Olivier Chatin intitul\u00e9 l&#039;ADN de l&#039;entreprise innovante qui est paru aux \u00e9ditions Pearson\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2010\/03\/09\/adn-entreprise-innovante\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2010-03-09T06:00:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-13T17:00:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/09\/livre-banc-innovation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2010\\\/03\\\/09\\\/adn-entreprise-innovante\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2010\\\/03\\\/09\\\/adn-entreprise-innovante\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"L&rsquo;ADN de l&rsquo;entreprise innovante : seuls les plus aptes survivront-ils ?\",\"datePublished\":\"2010-03-09T06:00:55+00:00\",\"dateModified\":\"2022-03-13T17:00:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2010\\\/03\\\/09\\\/adn-entreprise-innovante\\\/\"},\"wordCount\":950,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2010\\\/03\\\/09\\\/adn-entreprise-innovante\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2006\\\/09\\\/livre-banc-innovation.jpg\",\"articleSection\":[\"Marketing &amp; 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