, je sais que c'est faux, que c'est juste de la communication. Alors, que quand je vois une pub où Microsoft parle d'innovation, je sais que c'est vrai parce qu'en interne, ils ont un vrai processus d'innovation. Au fait, maintenant je sais décrypter leurs pubs, je sais si c'est juste de la communication, donc du mensonge, ou si c'est réellement la boite qui s'exprime quoi, c'est son ADN, c'est sa culture ! SH : Avez-vous acheté la marque après l'opération ? JL : Oui j'ai ouvert un livret, mais bon là c'est un peu spécial vu que j'avais été recruté, je voulais tester le processus d'entrée en relation et puis il y avait une offre sympa, aussi donc c'est un peu biaisé, JL : Oui je le suis parce que maintenant, j'ai compris comment elles fonctionnent donc, quand je vois par exemple une pub ou Philips parle d'innovation

. Si, on en a testé quelques-unes pour faire le challenge et franchement j'adore. Le problème, c'est qu'elle est beaucoup trop chère, donc je n'en ai pas acheté, mais si tu veux un modèle qui fonctionne bien, il faut mettre minimum 1200 euros et pour moi, c'est trop

. Mais, Puis mon oncle m'en a parlé un peu vu qu'il y a travaillé pendant 15 ans, je sais que Philips a une culture d'entreprise du 20e siècle, au fait, c'est que du management top down, l'innovation, c'est juste du discours, c'est pas des actes et du coup, quand ils sortent un nouveau produit, tu sais que leurs concurrents vont faire mieux dans les mois qui viennent. Donc il n'y a pas besoin et quand je vois la pauvreté du challenge d'innovation qu'ils ont proposé. Du coup, ça ne me plait pas. Après je suis peut-être un peu sévère parce que c'est un seul challenge et ce n'est pas pour ça que je connais bien la marque, mais pour moi c'est révélateur

. Donc, Réseau Club Bouygues Télécom pour le coup, ils avaient été justes avec nous, ils ne nous avaient pas pris en demi-finale, mais ils nous avaient fait un vrai feed-back. Donc, c'est sympa et pour le coup, je n'étais pas trop fan de Bouygues avant, et ça un peu amélioré mon rapport à eux parce que ce qu'ils voulaient faire là leur réseau club, c'était vraiment différent de ce qui existait, donc on sent qu'il y a une vraie logique de changement chez eux et c'était un peu mieux. Ceci dit, je suis resté chez Free Mobile. SH : Seriez-vous prêt à participer à d'autres opérations de ce type ?, A Aaker D, 1991.

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L. A. Liste-des, ANNEXES Annexe 1 -Guide d'entretien de l'étude qualitative auprès des experts

, Annexe 2 : Guide d'entretien « participants aux concours de crowdsourcing, p.331

, Annexe 3 : La retranscription des entretiens d'experts (exemple)

, La retranscription des entretiens auprès des individus participants (exemple), vol.4

, Le questionnaire de la phase pré-test, Annexe, vol.5

, Annexe 6 : Questionnaire de l'étude quantitative expérimentale-Collecte finale, p.375