Abstracts
Résumé
L’image d’entreprise est considérée comme un concept « plurivoque et flou » (Le Moënne, 2008), chaque auteur présentant sa vision du concept (Gioia et Al, 2000). Certains spécialistes la considèrent comme un tout (approche holiste), d’autres l’intégrent dans un ensemble large (approche restrictive), ou la décomposent (approche dichotomique). En considérant l’image d’entreprise comme un signal, l’auteur montre la possibilité de proposer une démarche intégrant les trois courants permettant une recherche structurée sur le concept. Il propose une nouvelle définition de l’image d’entreprise et analyse les conséquences académiques et managériales de l’image comme signal. Enfin, il propose une méthode de management du concept.
Mots-clés :
- Image d’entreprise,
- définition,
- théorie du signal,
- approche managériale
Abstract
Corporate image is considered as a “plurivocal and fuzzy” concept (Le Moënne, 2008), each author presenting his vision (Gioia and Al, 2000). Some experts see it as a whole (holistic approach), others integrate it into a larger whole (restrictive approach), or decompose it (dichotomous approach). By considering corporate image as a signal, the author propose an integrative approach of three ways allowing to build a decisive stage for a structured research. He offers a new definition of the corporate image and analyzes the academic and managerial implications of the image as a signal and proposes a method of management.
Keywords:
- Corporate Image,
- définition,
- Theory of the Signal,
- Management approach
Resumen
La imagen de empresa está considerada como un concepto "plurívoco y vago" (Moënne, 2008), y cada autor presenta su visión de ese concepto (Gioia y Al, 2000). Algunos especialistas la consideran como un todo (enfoque holístico), otros la integran en un conjunto mayor (enfoque restrictivo), o la descomponen (enfoque dicotómico). Considerando la imagen de empresa como una señal, el autor muestra la posibilidad de proponer un paso que integra las tres corrientes que permiten una búsqueda estructurada sobre el concepto. Propone una nueva definición de la imagen de empresa y analiza las consecuencias académicas y de gestión de la imagen como señal. Por fin, propone un método de gestión del concepto.
Palabras clave:
- definición,
- teoría de la señal,
- método de gestión
Appendices
Bibliographie
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