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Analyse stratégique du marché de la formation en ligne : les Moocs comme nouvelle variable des écosystèmes de plateformes digitales

Abstract : This thesis is an original contribution aimed at reporting new strategies based on Massive Open Online Courses (MOOCs) on the online training market. This research work also analyzes the strategic dynamics adopted by e-learning platforms. MOOCs can be considered as a type of strategic innovation (Lehmann-Ortega, 2006). The promise made by this singular object presents a form of radicality likely to reverse "the game rules" (Pierre Roy, 2005) of online training market. For some companies, MOOCs are an opportunity to enhance their business by increasing their positive visibility. These devices are then used as a marketing device, especially to develop the reputation of the company. In some organizations, MOOCs encourage new training practices. The MOOC is then written as a socio-technological artefact, which can participate in the development of a "capacitive" and potentially structuring environment (Giddens, 1987). Within their platform ecosystems, MOOCs generate network effects capable of creating and coordinate new markets (Kim, Mauborgne, 1999).They present a disruptive potential. Basing our research on quantitative and qualitative approaches, we expose consecutively the marketing and techno-structuring potential of MOOCs. One of the contributions of the thesis lies in the case study of the Coursera platform. In particular, we report on a form of "strategic groping" adopted by this leader in online training.
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François Acquatella. Analyse stratégique du marché de la formation en ligne : les Moocs comme nouvelle variable des écosystèmes de plateformes digitales. Gestion et management. Télécom ParisTech, 2018. Français. ⟨NNT : 2018ENST0057⟩. ⟨tel-02899705⟩

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