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La performance globale comme intention stratégique praticable pour le développement d'une activité artisanale

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  • Alain Asquin

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Euristik - Equipe de Recherche en management stratégique - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Stéphane Marion

    (Euristik - Equipe de Recherche en management stratégique - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Les activités artisanales sont actuellement soumises à de fortes tensions qui déroutent, au sens propre comme au figuré les dirigeants de ces entreprises. Ces tensions jouent sur le positionnement et la valorisation de leurs offres face par exemple aux évolutions des attentes, des exigences et des comportements de leurs clients. Ces derniers semblent se focaliser sur la composante économique à la faveur d'une imperfection de l'information sur la nature et les particularités d'une prestation artisanale. C'est que la période récente a vu le développement de nouvelles formes de concurrence devenues crédibles avec des avantages concurrentiels très différents de ceux traditionnellement rencontrés. Lapeyre, entreprise leader dans la menuiserie, appartenant au groupe Saint-Gobain, joue sur l'ambiguïté en proposant que ses produits soient posés chez les particuliers par des " artisans ". Finalement, on pourrait avoir l'avantage-prix des produits industriels et la commodité et le sérieux d'une prestation artisanale.

Suggested Citation

  • Alain Asquin & Stéphane Marion, 2005. "La performance globale comme intention stratégique praticable pour le développement d'une activité artisanale," Working Papers hal-00368119, HAL.
    • Handle: RePEc:hal:wpaper:hal-00368119
    Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00368119
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