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Méthode d'évaluation de l'alignement stratégique des sites web : application au domaine universitaire

Abstract : The research work presented here was led within the framework of the global project RAUDIN “Recherches Aquitaine sur les Usages pour le Développement des dIspositifs Numériques” (Aquitaine Researches on the Uses for the Development of the Digital devices) and, more specifically, within the sub-project “indicateurs et mesure” (indicators and measure). The objective was to identify the uses of the digital devices and in particular those dispensed via Web applications. It is suggested studying a corpus of Aquitaine Web sites (by including the publishing organization, the result of publishing and the customers of sites) to develop indicators of performance and quality of the mode of Web publishing.The objective of the thesis is to propose a methodology of evaluation of the strategic alignment of Web sites in purposes of piloting for a better dynamics of competitiveness and internal organization of the institutions, visibility of their publications and, retroactively, of usability of the communication devices.In the current economic environment characterized by a competition and a scalability always stronger, organizations, whatever is their nature, answer by an increase of their own complexity to survive and floorish. This increase of the complexity can easily lead to a reduction in the performance if the organization is not capable of putting in coherence all its components with its global strategy. The Web site of the organization is a part of these components. More exactly, Web sites are a window on the organization, open to every person having access to internet and this all around the world. Communications tool, the Web site is often also a commercial tool and thus joins at the heart of the business activity of the organization. Furthermore, the Web site is also characterized by its dynamics: it evolves constantly in terms of contents, functions and appearance. This set of characteristics pleads for the integration of the Web site in the strategy of the organization.The methodology of evaluation of the strategic alignment of the Web sites which we propose is adapted from the SAM model (Strategic Alignment Model). We identify in our approach four domains of analysis: the business strategy, the Web strategy, the organizational infrastructure and the Website itself. Two levels of coherence are treated: the inter-domains adjustment and the alignment.The general principle of the adjustment is to verify that two adjoining domains are coherent. For that purpose, domains are characterized by a set of parameters and the evaluation of the coherence between both domains of analysis is realized by means of matrices. The parameters of the matrix indicate the level of dependence between the characteristics of both domains of analysis. The dependence is estimated in four levels: nil dependence, weak dependence, average dependence and strong dependence. We so define four matrices, each representative of a type of adjustment: strategic adjustment, operational adjustment, organization adjustment and Web adjustment.The inter-domains alignment is defined by the interlinking of three domains among four. Eight combinations are so possible among which four are considered as more relevant and known as the SAM sequences of alignment. These sequences are:•the Strategy implementation which involves the Business strategy, Organizational infrastructure and Website domains,•the Technology leverage which involves the Business strategy, Web Strategy and Website domains,•the Technology exploitation which involves the Web Strategy, Business Strategy and Organizational infrastructure domains,•the Technology implementation which involves the Web Strategy, Website and Organizational infrastructure domains.The methodology is applied to two cases: Bordeaux 1 University and Bordeaux Segalen University.
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Submitted on : Tuesday, November 5, 2013 - 2:07:32 PM
Last modification on : Thursday, February 3, 2022 - 3:49:08 PM
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  • HAL Id : tel-00880119, version 1


Brahim Khalil Rebai. Méthode d'évaluation de l'alignement stratégique des sites web : application au domaine universitaire. Autre. Université Sciences et Technologies - Bordeaux I, 2013. Français. ⟨NNT : 2013BOR14827⟩. ⟨tel-00880119⟩



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