Les transformations du champ comme facteur d'émergence de l'entrepreneur innovant : le cas du conseil en communication

Abstract : Ten years (1994-2004) it took Internet to access the legitimacy in the field of French communication consultancy. Its pioneers, the so called "digital natives", young people full of audacity with few experiences, would have to fight hard and survive the crisis of the Internet bubble in 2000-2003 before being acknowledged as experts in a field where, historically, advertising people used to control everything. Today, everyone has the eyes on the "digital". The future strategies are guided by digital communication which appears to be a powerful lever for growth in the face to traditional media shunned by advertisers. By becoming the stake of the field, Internet has exacerbated tensions which have existed before between advertising and marketing services (direct marketing and sales promotion); creating opportunities for innovative entrepreneurship. Key
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Submitted on : Monday, June 30, 2014 - 4:22:02 PM
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Thierry Viale. Les transformations du champ comme facteur d'émergence de l'entrepreneur innovant : le cas du conseil en communication. Gestion et management. HEC PARIS, 2010. Français. ⟨NNT : 2010EHEC0004⟩. ⟨pastel-01016609⟩

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