Rôle du marketing en conception innovante : les leçons du cas Axane (notice n° 255358)
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| fixed length control field | 03074cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112072756.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Pointet, Jean-Marc |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Rôle du marketing en conception innovante : les leçons du cas Axane |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2011.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 42 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cet article caractérise la nature de la fonction Marketing dans un cadre théorique nouveau, celui de la « conception innovante » proposé par le Centre de Gestion Scientifique de Mines ParisTech. Cette approche distingue et met en relation les fonctions de Recherche, d’Innovation et de Développement. L’article examine dans cette perspective comment la fonction marketing M, prospective et proactive, irrigue la fonction Innovation I de nouvelles connaissances sur les marchés, les clients et les usages ; et réciproquement, comment I stimule M. Cette nouvelle approche théorique est appliquée au cas Axane, filiale du groupe Air Liquide, qui cherche à imaginer de nouvelles applications commerciales de la technologie pile à combustible. Le cas Axane se prète à la mobilisation de cette nouvelle méthodologie dans la mesure où cette société réfléchit à partir de concepts de produits non rattachables à des usages définis. Ce travail s’appuie sur une recherche intervention menée chez Axane sur la période 2003-2007. Des entretiens auprès du Directeur de Projets et Produits ont contribué à préciser le rôle du marketing en conception innovante |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Marketing function in the concept of innovative design : the lessons of the Axane caseThis article characterizes the nature of the Marketing function in a new theoretical framework - "innovative design", as proposed by the Centre of Scientific Management at Mines ParisTech. This approach distinguishes and links the functions of Research, Innovation and Development. In this perspective this article discusses how the prospective and proactive Marketing function (M) feeds the Innovation function (I) with new knowledge and, thus, how I mutually stimulates M. This new theoretical approach is focused on Axane, a subsidiary of Air Liquide, which is involved in investigating the commercial applications of fuel cell technology. Axane lends itself to this new methodology as the company’s research focuses on product ideas which are not yet linked to clearly defined usages. This work has grown out of research carried out in Axane between 2003 and 2007. The marketing role in innovative design has been highlighted as a result of interviews with the Director of Projects and Products. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | conception innovante/conception réglée |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | innovation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | innovative design |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | innovation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | value |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Management & Prospective | Volume 28 | 6 | 2011-12-01 | p. 65-80 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-gestion-2000-2011-6-page-65?lang=fr">https://shs.cairn.info/revue-gestion-2000-2011-6-page-65?lang=fr</a> |
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