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L’influence du discours des cabinets de conseil dans la diffusion d’une pratique de gestion : Le cas de la matrice BCG aux Etats-Unis entre 1969 et 1981

Abstract : An intense will to influence its environment can be noted particularly in the multinational consulting firms’ sector. These companies try hard to dominate high competitive markets by imposing their new practices. They generalize new managerial doctrines which dismantle the legitimacy of the established practices and require using adapted devices, in other words, theirs. This thesis examines these operations of orientation and proposes a discursive model able to enhance the diffusion of a management practice. The neo-institutional and fashion management theories highlight the fact that managers adopt a practice according to “technico-economic” but also “sociopsychological”criteria. Our model is based on these both adoption motives. It suggests introducing a practice as simple and efficient in order to meet the managers’ “technicoeconomic” needs, but also as modern and rational in order to meet their “sociopsychological” expectations. An empirical test shows this discursive approach brings 85% of the managers interviewed to adopt the FRE model, a fictitious practice with major defects easily recognizable.
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  • HAL Id : tel-01131309, version 1

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Romain Zerbib. L’influence du discours des cabinets de conseil dans la diffusion d’une pratique de gestion : Le cas de la matrice BCG aux Etats-Unis entre 1969 et 1981. Gestion et management. Université d'Angers, 2011. Français. ⟨tel-01131309⟩

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