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Acquisition de ressources stratégiques à travers un concours pour étudiants : le cas du concours l’Oréal Brandstorm

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  • Huault, Isabelle
  • Liarte, Sébastien
  • Mérigot, Philippe

Abstract

L’Oréal propose à des étudiants du monde entier de créer un nouveau produit pour l’une de ses marques et devenir ainsi chef de produit du groupe le temps d’un concours. Même si des objectifs de communication sont souvent avancés pour justifier ce type d’actions, une analyse détaillée du concours l’Oréal Brandstorm, à travers le prisme de la théorie des ressources, permet de démontrer qu’il s’agit, en réalité, d’une opération de ressources humaines participant à la création de l’avantage concurrentiel de la firme. En effet, l’entreprise a ainsi accès aux futurs professionnels du marketing et décèle plus facilement les meilleurs éléments. En détectant et captant les ressources en amont, l’entreprise est susceptible d’obtenir des rentes ricardiennes source d’avantage concurrentiel.

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Bibliographic Info

Paper provided by Université Paris-Dauphine in its series Open Access publications from Université Paris-Dauphine with number urn:hdl:123456789/2262.

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Handle: RePEc:ner:dauphi:urn:hdl:123456789/2262

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Related research

Keywords: Concours; Théorie des ressources; concours; Rentes ricardiennes; Ressources et compétences;

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