Chef de file : Gilles Neubert, Professeur EMlyon business school
L’économie de fonctionnalité offre une opportunité de faire évoluer les pratiques en B2B et de susciter l’émergence de nouveaux modèles économiques. Ainsi, la valeur d’usage devient le cœur de la nouvelle offre, car c’est le service rendu par la solution qui fonde sa performance. De multiples enjeux sont à appréhender pour l’entreprise qui s’y engage notamment le besoin d’une nouvelle gouvernance de l’innovation, associant non seulement les bénéficiaires de la solution mais également ses coproducteurs : en interne de l’entreprise ce sont les fonctions Marketing Stratégique, Innovation et Achats qui doivent mieux collaborer, mais aussi en externe avec les fournisseurs dont la responsabilité croit en regard de la fin de vie du produit. Les cartes du partage de la valeur entre le client et le fournisseur peuvent être ainsi rebattues. Le projet proposé dans le cadre de PEAK 3.0 vise à expérimenter et transférer aux entreprises partenaires des outils novateurs de diagnostic de leur situation en regard du déploiement d’offres produit / service. Ce travail sera articulé avec un travail de recherche en thèse de doctorat financé par ailleurs par la Région Auvergne-Rhône-Alpes. Il permettra de disposer du meilleur état de l’art dans le domaine et de cadres de travail scientifiquement fondés.
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