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Des organisations sous pression. Quand la légitimité, l’identité et le sensemaking sont menacés

Author

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  • Corentin Curchod

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

  • Jérémy Moralès

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Damien Talbot

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

Abstract

Revue française de gestion, vol. 41, n°248, pp. 11-21. Dire que la gestion est avant tout affaire de réactions à différentes formes de pression n'est pas chose nouvelle. Un des schémas les plus enseignés du management stratégique n'est-il pas celui des cinq forces (Porter 1980), qui pose le postulat que toute entreprise est soumise à la pression de son environnement et que son principal objectif consiste à contrer ces forces qui affectent sa profitabilité ? Depuis ces dernières années, le terme de « pression » traduit une perception partagée par une large diversité d'acteurs du monde économique, de l'employé ouvrier au directeur général, du fonctionnaire dans le secteur public à l'indépendant gérant seul son activité. Elle traduit également une réalité analysée par les journalistes économiques, les chercheurs universitaires, les consultants et les analystes financiers. Chacun parle de pression fiscale, de pression concurrentielle, de pression financière, de pression sur les marges, sur les ventes, sur le niveau de profit, de pression environnementale, de pression de l'évaluation permanente, de pression des chiffres, de pression des marchés, des consommateurs ou tout simplement des « groupes de pression ». Citons quelques exemples. Microsoft autrefois en situation de quasi-monopole sur un secteur en croissance-celui des PC-lutte aujourd'hui pour garder son rang et trouver des relais de croissance palliant la baisse des ventes sur son marché d'origine. Google domine le secteur des moteurs de recherche, mais se trouve menacé par Facebook, dont la hausse du trafic et la capacité à identifier les caractéristiques sociales et économiques de ses membres attirent de plus en plus d'annonceurs publicitaires. Les secteurs matures ne sont pas moins sous pression. Le secteur automobile se trouve très dépendant de la conjoncture économique-nombre de constructeurs ont considérablement souffert de la baisse des immatriculations lors de la crise financière post 2007-et menacé par la plus grande prise de conscience des risques que font courir l'automobile sur l'environnement. Les gouvernements comme les entreprises subissent la pression d'institutions internationales et d'organisations non-gouvernementales, de consommateurs « citoyens » et d'actionnaires « activistes », les intimant à plus de transparence. De multiples autres exemples pourraient être

Suggested Citation

  • Corentin Curchod & Jérémy Moralès & Damien Talbot, 2015. "Des organisations sous pression. Quand la légitimité, l’identité et le sensemaking sont menacés," Post-Print halshs-02338008, HAL.
    • Handle: RePEc:hal:journl:halshs-02338008
    DOI: 10.3166/RFG.248.11-21
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02338008
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