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Renault Twizy : marketing d’exploration d’un objet utopique

Author

Listed:
  • Jean-Marc Pointet

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Eric Lemerle
  • Martin Dages-Desgranges

Abstract

Twizy représente un cas d'innovation radicale qui porte sur l'identité même de l'objet. Sa conception relève de l'initiation d'un nouveau sillon de véhicule, emblématique du développement durable. Le premier vecteur de conception innovante de Twizy a été organisationnel, via la création d'une fonction Innovation transverse et satellite. L'ethnomarketing a ensuite été central dans son ajustement. Un test clinique en décor hyper-réel et des forums co-créatifs fermés participent de l'originalité marketing adaptée à l'innovation de rupture. Les résultats et impacts de Twizy s'évaluent dans sa capacité à renouveler les compétences de l'entreprise et à envisager des perspectives de rebond et de dynamique cumulative de l'innovation.

Suggested Citation

  • Jean-Marc Pointet & Eric Lemerle & Martin Dages-Desgranges, 2017. "Renault Twizy : marketing d’exploration d’un objet utopique," Post-Print hal-01492544, HAL.
    • Handle: RePEc:hal:journl:hal-01492544
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    Keywords

    Marketing; exploration;

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