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La gestion stratégique d'un portefeuille de business models connectés : une application aux secteurs du numérique

Author

Listed:
  • Romain Gandia

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Guy Parmentier

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

Abstract

L'ère numérique contemporaine fournit des opportunités pour concevoir des stratégies reposant sur l'exploitation d'offres de produits et services numériques connectés. Ces offres complexes exigent toutefois le développement de portefeuilles de business models eux-mêmes connectés, qui permettent de réaliser des économies d'échelle et d'envergure, d'augmenter la capture de revenus et d'acquérir un avantage concurrentiel important. La littérature est cependant limitée pour comprendre comment gérer stratégiquement ce type de portefeuille, notamment parce que la perspective de connexion entre business models n'est pas abordée. Dès lors, notre recherche fournit deux contributions. D'abord, nous proposons un cadre conceptuel pour analyser l'architecture d'un portefeuille afin d'en restituer son fonctionnement et d'identifier les possibilités de connexion entre business models. Ensuite, en analysant qualitativement le cas d'Apple, Google et Microsoft, nous montrons que leurs portefeuilles de business models peuvent être gérés stratégiquement par la mise en place d'une architecture commune, intimement liée à l'architecture modulaire de leur offre de produits et services, et dans laquelle les business models peuvent être connectés afin de créer des effets positifs pour l'entreprise. Notre étude contribue ainsi à mieux comprendre le fonctionnement stratégique des portefeuilles de business models connectés dans les secteurs numériques et met en évidence certains éléments clés de leur conception.

Suggested Citation

  • Romain Gandia & Guy Parmentier, 2020. "La gestion stratégique d'un portefeuille de business models connectés : une application aux secteurs du numérique," Post-Print hal-04809904, HAL.
    • Handle: RePEc:hal:journl:hal-04809904
    DOI: 10.7202/1075489ar
    Note: View the original document on HAL open archive server: https://hal.science/hal-04809904v1
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    References listed on IDEAS

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