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Améliorer la proposition de valeur d'un business model via la simulation mentale : le cas des produits technologiques innovants

Author

Listed:
  • Romain Gandia

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

  • Florence Jeannot

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Gabriel Guallino

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Concevoir un business model basé sur un produit technologique innovant n'est pas aisé, car ce type de produit peut impliquer des coûts d'apprentissage élevés qui engendrent des freins à l'achat et à l'adoption future du produit. L'enjeu stratégique réside alors dans la conception de la proposition de valeur et dans l'anticipation des freins à l'engagement du consommateur, ce qui reste un défi. A l'aide d'une étude qualitative et d'une étude expérimentale, nous montrons que la simulation mentale améliore les prévisions de l'engagement du consommateur et ainsi la conception du business model.

Suggested Citation

  • Romain Gandia & Florence Jeannot & Gabriel Guallino, 2017. "Améliorer la proposition de valeur d'un business model via la simulation mentale : le cas des produits technologiques innovants," Post-Print hal-01615439, HAL.
    • Handle: RePEc:hal:journl:hal-01615439
    Note: View the original document on HAL open archive server: https://hal.univ-smb.fr/hal-01615439
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