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Veille et innovationDispositif de formation Compétences Cadres et TPE/PME                        mars 2010                ...
Sommaire Définitions Objectifs de la veille Organisation de la veille Facteurs clés de succès Innovation Facteurs fa...
DéfinitionsVeille commercialeVeille marketingVeille concurrentielle        Veille        IntelligenceVeille juridique     ...
Définitions les différentes formes deveille stratégique Veille commerciale/marketing Veille d’image Veille concurrentie...
Veille commerciale marketing Clients Prospects Tarifs    Identifier de nouveaux clients et de              nouveaux mar...
Veille d’image Notoriété Image de marque    Mesurer la satisfaction des clients                                          6
Veille concurrentielle   Identification des concurrents et de leur    stratégie       Adapter sa stratégie commerciale   ...
Veille technologique Evolution des technologies Nouveaux procédés de fabricationSurveiller les dépôts de brevets, l’état...
Veille jurique/règlementaire Lois Normes Obligations Procédure qualité           Anticiper de nouvelles    règlementat...
Veille sociétale Evolution des comportements Evolution des modes de consommation    Surveiller les évolutions de la soci...
Objectifs de la veille stratégique Comprendre son environnement Anticiper les évolutions du marché et de  l’environnemen...
Objectifs de la veille stratégique            1 fois sur 2 l’information que              l’on recherche à l’extérieur    ...
Objectifs de la veille stratégiquehttp://www.opso.fr/solutions/le_decisionnel,32,4.html                                   ...
Organisation de la veillehttp://www.aesatis.com/Veille_concurentielle.php                                                 ...
Identification des sources   Internes    ◦ Les salariés    ◦ Les stagiaires    ◦ La mémoire de l’entreprise   Externes  ...
Identification des sources Evaluer la qualité des sources Vérifier les dates de maj de l’information Garder l’esprit cr...
Collecte de l’information Les sources doivent être identifiées Automatiser la collecte sur internet Stocker les informa...
Analyse et traitement de            l’information Etablir des liens entre les informations Sélectionner l’information pe...
Diffusion de l’information Qui informe t’on ? Comment, quel support ? Quelle fréquence ? Valoriser le travail de chaqu...
Veille macro                     Veille micro Autres régions                  Réseau de proximité France International...
Le réseauhttp://www.efh.fr                                21
Définition des besoins Identifier les utilisateurs Trier et hiérarchiser les besoins Définir les axes de recherche en f...
Organisation de la veille      méthode QQOQCCP Q : qui fait ? Q : Quoi ? O : Où ? Q : quand ? C : Comment ? C : Comb...
Facteurs clés de succès Projet porté par la direction S’intègre dans la stratégie de l’entreprise Gestion de projet : t...
Innovation « L’innovation est le fait qu’une entreprise  ou une organisation adopte un  changement dans le but d’augmente...
Innovation Technologique / produit et services De processus / de procédé Organisationnelle Sociale et sociétale       ...
Facteurs favorables à l’innovation   Culture organisationnelle    ◦   Qui favorise le changement    ◦   Encourage la pris...
Sources et liens utiles   Petit manuel d’intelligence économique au    quotidien, Pierre Mongin, Franck Tognini   www.do...
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Veille et innovation

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Panorama des techniques de veille et de sa mise en oeuvre
Dispositif de formation financé par le Conseil Régional Languedoc Roussillon et le Fonds social européen dans le cadre du programme ERI (Expérimentation Recherche Innovation)

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Veille et innovation

  1. 1. Veille et innovationDispositif de formation Compétences Cadres et TPE/PME mars 2010 www.dominique-le-goff.com 1
  2. 2. Sommaire Définitions Objectifs de la veille Organisation de la veille Facteurs clés de succès Innovation Facteurs favorables à l’innovation 2
  3. 3. DéfinitionsVeille commercialeVeille marketingVeille concurrentielle Veille IntelligenceVeille juridique Intelligence stratégique économiqueVeille technologiqueVeille sociétale 3
  4. 4. Définitions les différentes formes deveille stratégique Veille commerciale/marketing Veille d’image Veille concurrentielle Veille technologique Veille juridique/règlementaire Veille sociétale 4
  5. 5. Veille commerciale marketing Clients Prospects Tarifs Identifier de nouveaux clients et de nouveaux marchés 5
  6. 6. Veille d’image Notoriété Image de marque Mesurer la satisfaction des clients 6
  7. 7. Veille concurrentielle Identification des concurrents et de leur stratégie Adapter sa stratégie commerciale 7
  8. 8. Veille technologique Evolution des technologies Nouveaux procédés de fabricationSurveiller les dépôts de brevets, l’état de la recherche 8
  9. 9. Veille jurique/règlementaire Lois Normes Obligations Procédure qualité Anticiper de nouvelles règlementations, développer une activité en toute légalité 9
  10. 10. Veille sociétale Evolution des comportements Evolution des modes de consommation Surveiller les évolutions de la société et identifier de nouveaux besoins 10
  11. 11. Objectifs de la veille stratégique Comprendre son environnement Anticiper les évolutions du marché et de l’environnement de l’entreprise Détecter les opportunités et les menaces Aider à la prise de décisions 11
  12. 12. Objectifs de la veille stratégique 1 fois sur 2 l’information que l’on recherche à l’extérieur est disponible dans l’entreprise 12
  13. 13. Objectifs de la veille stratégiquehttp://www.opso.fr/solutions/le_decisionnel,32,4.html 13
  14. 14. Organisation de la veillehttp://www.aesatis.com/Veille_concurentielle.php 14
  15. 15. Identification des sources Internes ◦ Les salariés ◦ Les stagiaires ◦ La mémoire de l’entreprise Externes ◦ Institutions ◦ Branches professionnelles ◦ Universités ◦ Fournisseurs ◦ Clients ◦ Salons professionnels, conférences ◦ Internet, réseaux sociaux 15
  16. 16. Identification des sources Evaluer la qualité des sources Vérifier les dates de maj de l’information Garder l’esprit critique Diversifier les sources d’information 16
  17. 17. Collecte de l’information Les sources doivent être identifiées Automatiser la collecte sur internet Stocker les informations en les classant, hiérarchisant et datant 17
  18. 18. Analyse et traitement de l’information Etablir des liens entre les informations Sélectionner l’information pertinente Poser des hypothèses Faire des propositions Objectif passer de la veille à l’intelligence économique Demande une expertise dans le domaine concerné 18
  19. 19. Diffusion de l’information Qui informe t’on ? Comment, quel support ? Quelle fréquence ? Valoriser le travail de chaque collaborateur 19
  20. 20. Veille macro Veille micro Autres régions  Réseau de proximité France International Autres secteurs Alterner Organisation de la veille 20
  21. 21. Le réseauhttp://www.efh.fr 21
  22. 22. Définition des besoins Identifier les utilisateurs Trier et hiérarchiser les besoins Définir les axes de recherche en fonction ◦ De la stratégie de l’entreprise ◦ Des besoins des utilisateurs Préciser les sujets/thèmes/cibles retenus Identifier mots clés et liste de questions 22
  23. 23. Organisation de la veille méthode QQOQCCP Q : qui fait ? Q : Quoi ? O : Où ? Q : quand ? C : Comment ? C : Combien ? P : Pourquoi ? 23
  24. 24. Facteurs clés de succès Projet porté par la direction S’intègre dans la stratégie de l’entreprise Gestion de projet : temporalité et coût Implication de tout le personnel 24
  25. 25. Innovation « L’innovation est le fait qu’une entreprise ou une organisation adopte un changement dans le but d’augmenter sa productivité globale, de répondre à de nouveaux besoins du marché ou de s’attaquer à de nouveaux marchés. »(Gasse et Carrier, 2004) 25
  26. 26. Innovation Technologique / produit et services De processus / de procédé Organisationnelle Sociale et sociétale 26
  27. 27. Facteurs favorables à l’innovation Culture organisationnelle ◦ Qui favorise le changement ◦ Encourage la prise de risque ◦ Valorise les personnes ◦ Favorise la collaboration Stimulation de la créativité des employés ◦ Programme de suggestions Réseau, force des liens faibles 27
  28. 28. Sources et liens utiles Petit manuel d’intelligence économique au quotidien, Pierre Mongin, Franck Tognini www.doubleveille.net www.demainlaveille.fr www.adbs.fr www.info-entrepriseslr.fr/themes/innover www.transfert-lr.org www.montpellier.cci.fr/pages/index.php?id_arbo= 07881038 www.cma- languedocroussillon.fr/Home/CRMA/Gerer- Developper-Innover 28

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