English slides: « FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies », LEONARD Landry, 4th FLOSS International Workshop on Free/Libre Open Source Software GSBC and Department of Economics Friedrich Schiller University, Jena (Allemagne), 1-2 juillet 2010

1. FLOSS Strategic thinking: a
proposed framework to support
strategic decision for commercial
open source companies
LEONARD Landry - Université Lyon 2
FLOSS Workshop 2010 - Jena University

2. Introduction:
Research question:
How to form and implement an effective strategy for the
Open Source commercial companies?
Strategic intent and configuration implementation (HAMEL &
PRAHALAD, StrategicIntent, 1989) can’t be efficient without a
broader strategic FLOSS thinking.
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

3. Litterature:
An incomplete literature: a non operational strategic intent
Economic approach seek to understand the incentives of market to the participation
in a project FLOSS :
The second approach, focus on the legal characteristics, studies the framework of legal
protection of the software (Patent, Copyright) or the characteristics and the role of the
license in the development (diffusion) of the open projects :
« Community approach », is a very attractive research topic, since it informs us
about the open private/public innovation :
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

4. Literature:
An incomplete literature: a non operational strategic intent
FLOSS research field is important and wide.
We can find this three principals axes of investigation.
These papers investigate FLOSS phenomena and it different aspect. However, these
studies do not generate a general Framework. Company executives can begin
formulating its strategic intent, but they can’t take operational descion.
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

5. Methods and Cases sudies:
•Analyze use a qualitative methods and a series of
interviews in each companies or organizations.
•First interviews have given first indications that are
integrated at other converses with actors.
•The proposed model results from a mix of theory
and empirical.
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

6. Methods and Cases studies:
This research on FLOSS strategy is based on French companies:
few representative cases to explore commercial open source
companies.
•Astartup editing GPL software and its associated services: the
sample includes little project case and inherent strategy.
•Large open source companies are represented by two cases:
1. The first is a FLOSS pure player. Totally based on open
source software, this medium company generates a
profitable activity around services and software editing.
2. The second case is a large company with international
components.FLOSS has only a little share of company’s
activity, which is oriented to technology consulting.
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

7. Methods and Cases studies:
In the same time, we made few interviews to explore
commercial open source environment.
In the model, we argue that FLOSS environment is also
composed by public or private organization that support actors
and by association. (not only communities and companies)
To incorporate such actors, we have contacted, with lower
detail:
•a FLOSS association that regroup regional actors
• a FLOSS specialized organization that escort emerging
business projects (partly finance by public and regional
institutions)
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

8. Model of strategic intent formulation:
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

9. Model of strategic configuration implementation:
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

10. Dilemma:
Dialogy: in each dynamics, we find a tension between two terms, two logics
opposed but complementary
 Resolve one of this dilemma or dialogy impose to analyze impact on possible
chooses in others dynamics
Legal dynamics: tension between protection and diffusion
Economic dynamics: tension between opportunity and sustainability
Socio-political dynamics: tension between integration and diversification
Psycho-cognitive dynamics: tension between motivate and mobilize
Technological use dynamics: tension between innovation and regulation
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

11. Dilemma:
Socio-political dynamics: tension between integration and diversification
• FLOSS environment, not LIMITED to the Community Project Only
• Companies must creating the conditions for collaboration to ensure
consistency, quality work environment project (integration), which groups players
sensitivities, skills, behaviors distinct (differentiation).
• Field configuring event
Psycho-cognitive dynamics: tension between motivate and mobilize
• Manage seduction and reluctance of FLOSS actors
• It is necessary to motivate (to encourage participation) and to mobilize, sensitize
the usefulness of all and appoint the best user developer to development tasks
(arbitration psychology / competence).
• Your actions influence actors thinking and theirs own actions
Technological use dynamics: tension between innovation and regulation
• A source code generator of software and cooperation
• The modularity routing skills
• The ICT as tools for structuring
FLOSS Strategic thinking: a proposed framework to support strategic decision for commercial open source companies
LEONARD Landry – Université LYON 2 -FLOSS Workshop 2010

12. Thank you for your attention
Questions?
LEONARD Landry - Université Lyon 2
FLOSS Workshop 2010 - Jena University