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Méthodologies pour la création de connaissances relatives au marché chinois dans une démarche d'Intelligence Économique : application dans le domaine des biotechnologies agricoles

Abstract : The rise of globalization, including technological innovations and the dismantling of trade barriers, has spurred the steady acceleration of global trade and, in barely a decade, has transformed the competitive environment of enterprises. The area of activity has been expanded by the emergence of new markets with very attractive potential. So are the BRIC (Brazil, Russia, India and China). Among the four of them, all impressive by their size, population and economic potential they represent, China is the least accessible and the more closed to our understanding because of a linguistic system radically different from the Indo-European languages on the one hand and of the fact of a culture and a thought system at odds with those of Western countries. Yet for a company of international size, which wants to extend its influence or simply to maintain its market position, including its own market, it is now essential to be present on the Chinese market. How does a western company operate on a market that appears at first as inherently complex and enigmatic because of its otherness? During six years of observation in China, we have found out the pitfalls in access to information about the Chinese market. As on many markets, our companies are subject to some unimaginable destabilization. The inability to “read” China and understand the issues that take place in spite of sustained efforts, the tactical errors that arise from a misjudgement of the market or a biased understanding of the game players led us to consider a methodology that could provide French companies an approach to China as a market. The methodologies of Business Intelligence (BI) came out to be the most suitable for several reasons: the goal of BI is to find out the right action to realise, the specificity of the context in which the organization is evolving is taken into consideration and the analysis is done just in time. If a cultural approach is made of human interactions and subtleties, a market approach is now possible by the automatic processing of information and its modelling. In any process of economic intelligence accompanying the establishment of a foreign operation, a large part of the strategic information comes from analysis of the game players operating in the same sector of activity. Such an automation of knowledge creation is, in addition to the human approach on the field, a real high value added to help the understanding of the interactions between the players. It provides a set of knowledge, which taking into account more large entities, are more comprehensive. They are more elusive anywhere else. Because has highly developed technologies linked to the knowledge economy, it is now possible to explore the scientific and technological sources of information science in China. We are also convinced that Chinese sources of information will take a more and more crucial importance in any global watch. It is therefore an urgent need for organizations to get solutions that not only allow the access to this information but also are able to handle the masses of information from these sources. The aim of this thesis is mainly to adapt the tools and the methods invented by French university research to the analysis of Chinese information in order to create useful knowledge. Matheo software will provide some bibliometrical treatments that will give a global vision of the Chinese strategy. Tetralogy software, a tool dedicated to data-mining, will be tailored to the linguistic environment and to the structure of the Chinese scientific databases. In addition, we participate in the development of a method for the information retrieval (MEVA) which integrates the data of recent discoveries in cognitive science. We develop this method to the research of the relevant and appropriate information among the Chinese datas. As this thesis is conduced under a contract university /enterprise with Limagrain, an application of our approach will be implemented in the field of agricultural biotechnology and in particular around issues of research on techniques for hybridization of wheat. The analysis of this sector, which is an area of fundamental research, experimental and applied is a very current topic as it gives rise to the acquisition of patents and to the marketing of commercial products. Is China really, as we suppose to, a new territory Global Scientific Research of the 21st century? Can the methods of BI be adapted to the Chinese market? After providing some answers to these questions in the first two parts of our study, the third part will describe the global context of agricultural biotechnologies and its issues in terms of economic and financial power but also geopolitical. Then we will focus on the problematic of research on hybridization wheat. Then we will see in the fourth and last part how to implement a search for information on the Chinese market and the major interest in terms of added value of information analysis in China
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Nadège Guénec. Méthodologies pour la création de connaissances relatives au marché chinois dans une démarche d'Intelligence Économique : application dans le domaine des biotechnologies agricoles. Economies et finances. Université Paris-Est, 2009. Français. ⟨NNT : 2009PEST1003⟩. ⟨tel-00554743⟩

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