Présentation De L'écosystème

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Présentation De L'écosystème HEC MONTRÉAL La co-création de valeurs au sein d’un écosystème de marque par Éloïse Sarrazin Renaud Science de la gestion (Option Marketing) Mémoire présenté en vue de l’obtention du grade de maîtrise ès sciences en gestion (M. SC.) Décembre 2019 © Éloïse Sarrazin Renaud, 2019 Résumé Une riche littérature portant sur la création de valeurs en marketing existe. Or, sa conceptualisation est loin de Faire l’unanimité. En introduisant le Service Dominant Logic, Vargo et Lusch (2004) ont modiFié le postulat de la valeur. Selon ceux-ci, elle est désormais le Fruit de la co-création entre le consommateur et la marque. Dans cette optique, plusieurs chercheurs se sont penchés sur le processus de co- création et ont relevé l’importance des partenaires externes à la marque (Andreini et al., 2018; Clarysse et al., 2014; FroW et al., 2014). AFin de répondre au besoin de développer une structure de système dynamique, Vargo et Lusch (2011) ont présenté la notion d’écosystème de services stipulant que la création de valeur englobe l’ensemble des acteurs sociaux et des entreprises engagés dans des échanges avec la marque. Cette nouvelle conceptualisation de la co-création de valeurs engendre une transformation de la définition de la proposition de valeurs, ainsi que celle d’expérience de marque, puisqu’elles doivent désormais inclurent l’ensemble des partenaires de l’écosystème. Dans cette perspective, l’étude de trois écosystèmes de marque sur le marché de la course à pied nous a permis de cerner le rôle des diFFérents partenaires au sein de l’expérience de marque et de l’articulation de la proposition de valeurs. La présence locale de la marque est essentielle, aFin de créer des liens avec les autres entreprises, mais aussi avec les communautés externes. De plus, la communauté de marque est le Fruit de l’interaction des consommateurs au sein de l’entité locale. De même, la proposition de valeurs, articulée par l’ensemble des partenaires de l’écosystème de marque, doit permettre au consommateur de mener sa quête identitaire, aFin que celui-ci s’implique au sein de l’entité. L’expérience de marque est le Fruit l’activation des ressources et du processus de co-création des membres de l’écosystème de marque et ce, à diFFérents niveaux. i Il s’agit de la maniFestation du processus de co-création de l’écosystème de marque. Mots clés : co-création de valeur, proposition de valeurs, écosystème de services, écosystème de marque, expérience de marque, communauté de marque, tribu de consommation ii Table des matières Liste des abréviations ...................................................................................................... i Remerciements ............................................................................................................... ii Chapitre 1 : Introduction ................................................................................................. 1 Contribution théorique et managériale .................................................................................5 Terrain d’étude ....................................................................................................................6 Structure de présentation du mémoire .................................................................................7 Chapitre 2 : Revue de littérature..................................................................................... 9 Partie 1 : écosystèmes ............................................................................................................9 L’écosystème d’entreprise ...................................................................................................9 Service dominant Logic ..................................................................................................... 12 Écosystème de service ..................................................................................................... 14 L’économie expérientielle .................................................................................................. 17 Consumer Culture Theory ................................................................................................. 20 Co-création ....................................................................................................................... 20 Environnement expérientiel ............................................................................................... 25 Écosystème d’intervenants et cocréation ........................................................................... 26 Partie 2 : la valeur ................................................................................................................. 28 La théorie des pratiques .................................................................................................... 29 Customer Dominant Logic ................................................................................................. 30 La proposition de valeurs .................................................................................................. 34 Partie 3 : Expérience de marque ........................................................................................... 37 Expérience de marque ...................................................................................................... 37 Fidélité à la marque ........................................................................................................... 41 La satisfaction des consommateurs ................................................................................... 43 Bouche-à-oreille ................................................................................................................ 44 Expérience de marque et conFiance envers la marque ....................................................... 44 Partie 4 : Communauté ......................................................................................................... 45 Communautés................................................................................................................... 45 Communauté de marque ................................................................................................... 46 Expérience client et communauté ...................................................................................... 48 Sous-culture de consommation, sous-culture et communauté de marque .......................... 51 Tribus de consommation ................................................................................................... 54 Question de recherche .................................................................................................. 55 Cadre conceptuel .................................................................................................................. 58 Chapitre 3 : Méthodologie ............................................................................................ 61 Terrain de recherche ............................................................................................................ 61 La course à pied, un sport en mutation. ............................................................................. 61 Recherche qualitative ........................................................................................................... 69 Étude de cas ..................................................................................................................... 69 Cas multiples .................................................................................................................... 70 Observation participante ................................................................................................... 71 iii Entrevues semi-dirigés ...................................................................................................... 72 Recrutement ..................................................................................................................... 73 Données secondaires........................................................................................................ 74 Codage des données ........................................................................................................ 75 Analyse des données ........................................................................................................ 76 Validité .............................................................................................................................. 77 Chapitre 4 : Présentation des cas .................................................................................. 78 Présentation du terrain d’étude ........................................................................................... 78 Bridge Runners ................................................................................................................. 79 Run Dem CreW ................................................................................................................. 80 Bridge the Gap .................................................................................................................. 82 NBRO —Copenhagen ....................................................................................................... 83 Paris running club ............................................................................................................. 85 Les run crew, une sous-culture ............................................................................................. 87 Cas A : Lululemon ........................................................................................................
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