Entreprise 2.0

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Compétences à acquérir

Maîtriser l'utilisation des médias sociaux pour la collaboration en entreprise, l'innovation ouverte, l'entrepreneuriat et le monde des startups, le marketing viral, et la gestion des ressources humaines dans l'univers Web 2.0.

Description du contenu de l'enseignement

Information Technology and Communication have dramatically stirred up internal& external companies’ processes, therefore creating an extensive added value Through this subject focused on open innovation, entrepreneurship, social marketing, and management of resources in Web 2.0’s world :
  • Internet : we will first explore the basic features of Internet and e-marketing
  • Social Media : we will extend the study considering current phenomena influencing companies’ strategies: How to engage Social Media channels? Indeed, along with the wide power of online networks, companies are facing hot challenges when it comes to participation with the social web when intentions are commercially motivated. They need to adapt their marketing approaches, staff appropriately and identify carefully best and worst practices in progress of course, as communities develop, grow and change. Transformation in thinking is required and understanding connection processes between people and business is fundamental to success.


The value created by the Social Media and actively sought by companies is called Conversational Capital or “How to create stuff people love to talk about”. Because word-of-mouth advocacy is organic and democratic, and so well controlled by consumers, it can appear unpredictable to marketers. As specialists have perceived that positive word-of-mouth did happen when some key factors were present in a brand story, we will analyze through different case studies its characteristics and highlight methodologies in order for brands to develop this capital. We will analyze different e-business models through:
  • On-line startups’ case studies (Click and Mortar)
  • Traditional companies’ case studies (Brick and Mortar)
  • Determined to focus on developing innovative services in order to benefit from e-Business prospects

Open Innovation and, finally, we will present the characteristics of open innovation. Indeed, this model allows companies to host ideas outside the traditional industrial research process, allowing to leverage the project launches and to expand the range of markets addressed which were previously abandoned lack of financing. Open innovation is thus the principle of gleaning knowledge beyond the enterprise’s boundaries through a collaborative approach often supported by new technologies. Indeed, the R & D department of can no longer limit itself to its own perimeter. Many industries are adopting this new paradigm which is not solely used by high-tech companies.

Mode de contrôle des connaissances

Team work en cours et participation.

Pré-requis obligatoires

Maîtrise de l'anglais.

Bibliographie, lectures recommandées

  • Bernoff, J. et Schadler, T. Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business. Harvard Business Press, 2010.
  • Cesvet, B. Conversational Capital: How to Create Stuff People Love to Talk About. FT Press, 2008.
  • Chesbrough, H. Open Business Models: How to Thrive in the New Innovation Landscape. Harvard Business Press, 2006.
  • Chesbrough, H.W. Open Innovation: The New Imperative for Creating And Profiting from Technology. Harvard Business Press, 2005.
  • Heath, C. et Heath, D. Made to Stick: Why Some Ideas Survive and Others Die. Random House, 2007.
  • Howe, J. Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business, 2009.
  • Joinson, A., McKenna, K., Postmes, T., et Reips, U. Oxford Handbook of Internet Psychology. Oxford University Press, USA, 2009.
  • Krug, S. Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition. New Riders Press, 2005.
  • Kurzweil, R. The Age of Intelligent Machines. The MIT Press, 1992.
  • Kurzweil, R. The Age of Spiritual Machines: When Computers Exceed Human Intelligence. Penguin (Non-Classics), 2000.
  • Rheingold, H. Smart Mobs: The Next Social Revolution. Basic Books, 2003.

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Enseignant responsable
Raphaëlle Laubie

Enseignant responsable

RAPHAELLE LAUBIE



Année universitaire 2016 - 2017 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.