{"id":4037,"date":"2024-07-30T09:44:34","date_gmt":"2024-07-30T09:44:34","guid":{"rendered":"https:\/\/reveil-info.net\/?p=4037"},"modified":"2024-07-30T09:44:34","modified_gmt":"2024-07-30T09:44:34","slug":"vie-de-chef-dentreprise-les-opportunites-et-la-veille-strategique-1ere-partie","status":"publish","type":"post","link":"https:\/\/reveil-info.net\/?p=4037","title":{"rendered":"VIE DE CHEF D\u2019ENTREPRISE: LES OPPORTUNIT\u00c9S ET LA VEILLE STRAT\u00c9GIQUE (1ere partie)"},"content":{"rendered":"

Cette tribune aborde deux sujets que sont les opportunit\u00e9s d\u2019affaires dans la vie du chef d\u2019entreprise et l\u2019utilisation d\u2019un outil de collecte et de traitement de l\u2019information pour saisir les opportunit\u00e9s, \u00e0 savoir la veille strat\u00e9gique. Elle sera trait\u00e9e en plusieurs parties. <\/strong><\/p>\n

Opportunit\u00e9s, de quoi parle t-on? <\/strong><\/p>\n

L’opportunit\u00e9 est une propri\u00e9t\u00e9 de l’\u00e9conomie. Elle est pr\u00e9sente, qu’elle soit d\u00e9sign\u00e9e ou non, contrairement \u00e0 l’id\u00e9e d’affaires, qui est la propri\u00e9t\u00e9 de l’individu. <\/strong><\/p>\n

Dans la litt\u00e9rature, nous trouvons diff\u00e9rents types de d\u00e9finitions de l\u2019opportunit\u00e9 et des pratiques diff\u00e9renci\u00e9es de formation de l\u2019opportunit\u00e9. Au-del\u00e0 des d\u00e9finitions, la poursuite d\u2019opportunit\u00e9s peut provenir de deux types distincts de processus : un processus d\u2019identification de la part de l\u2019entrepreneur d\u2019une r\u00e9alit\u00e9 objective provenant du march\u00e9 (identifiable en tant que telle), ou alors, un processus de construction \u00e9manant des interactions entre un individu et un environnement.(Alvarez et Barney, 2007, 2010) .<\/strong>Une premi\u00e8re approche de l\u2019opportunit\u00e9 la consid\u00e8re donc comme une occurrence naturelle qui existe avant qu\u2019elle ne soit d\u00e9couverte par des entrepreneurs alert\u00e9s ayant des comp\u00e9tences afin de l\u2019exploiter (Shane, 2012).<\/strong><\/p>\n

Une seconde approche propose que l\u2019opportunit\u00e9 soit pens\u00e9e dans le contexte de l\u2019entrepreneur cherchant \u00e0 cr\u00e9er un business dans un environnement, lequel d\u00e9pend principalement de son imagination et de ses actions lui permettant le d\u00e9veloppement de cette activit\u00e9 (Berglund, 2007). L\u2019opportunit\u00e9 est alors d\u00e9finie par la construction cognitive faite par des acteurs sans que le march\u00e9 (finalit\u00e9) ni les ressources \u00e0 employer ne pr\u00e9existent, comme opportunit\u00e9 potentielle, en dehors des perceptions et des actions de l\u2019entrepreneur.<\/strong><\/p>\n

L\u2019on peut donc retenir que les opportunit\u00e9s sont des acteurs externes \u00e0 l’entreprise, de croissance ou de rentabilit\u00e9. Ce sont des occasions \u00e0 saisir. Ce sont des chances, des b\u00e9n\u00e9fices, des tendances, des potentiels. L’opportunit\u00e9 est une circonstance qui survient dans l’environnement de l’organisation et qui permet une am\u00e9lioration de sa performance. Elles ne sont pas uniquement des apparitions de faits mais aussi elles peuvent d\u00e9couler d\u2019une strat\u00e9gie interne \u00e0 l\u2019entreprise. <\/strong>En somme, qu\u2019elle soit le fait d\u2019une occurrence naturelle ou de l\u2019imagination de l\u2019entrepreneur, les opportunit\u00e9s couvrent tout ce qu’il est possible de r\u00e9aliser pour d\u00e9velopper un projet, dynamiser l’activit\u00e9 commerciale et am\u00e9liorer les ventes.<\/strong><\/p>\n

Quid de la veille strat\u00e9gique? <\/strong><\/p>\n

La veille strat\u00e9gique est une activit\u00e9 structur\u00e9e qui se fait en continu et qui permet \u00e0 une organisation d\u2019ouvrir ses yeux et tendre l\u2019oreille sur les changements qui surviennent dans son environnement externe. L\u2019insucc\u00e8s d\u2019une opportunit\u00e9 rel\u00e8ve souvent du fait d\u2019arriver trop t\u00f4t ou trop tard sur le march\u00e9, n\u2019ayant pas tous les \u00e9l\u00e9ments n\u00e9cessaires pour satisfaire les clients ou \u00e9tant d\u00e9class\u00e9 par d\u2019autres productions plus performantes ou moins ch\u00e8res. Le temps joue un r\u00f4le important dans la reconnaissance, le d\u00e9veloppement et l\u2019op\u00e9rationnalisation de l\u2019id\u00e9e. C\u2019est pourquoi, dans le cas d\u2019une entreprise qui existe, la veille strat\u00e9gique est un outil indispensable pour identifier \u00e0 temps une opportunit\u00e9 d\u2019affaires. <\/strong><\/p>\n

Identifier les opportunit\u00e9s d\u2019affaires passe d\u2019abord par une \u00e9tude de l\u2019environnement et du march\u00e9. Accorder une attention particuli\u00e8re \u00e0 l\u2019environnement ext\u00e9rieur permet de comprendre les situations commerciales existantes et de cerner les besoins r\u00e9els des clients. De cette mani\u00e8re, vous pouvez d\u00e9tecter les signaux qui informent sur les opportunit\u00e9s \u00e0 exploiter.<\/strong><\/p>\n

Les informations fournies par cet environnement doivent \u00eatre trait\u00e9es afin d\u2019en tirer des donn\u00e9es sur l\u2019\u00e9tat du march\u00e9. Les informations conduisant \u00e0 de nouvelles id\u00e9es requi\u00e8rent la mise en place d\u2019un syst\u00e8me de veille et ainsi, de r\u00e9seautage. Ce dernier se construit en partie au hasard des rencontres et \u00e0 une vision reli\u00e9e \u00e0 la trajectoire de l\u2019entreprise. Comment savoir si c’est une opportunit\u00e9 et comment augmenter nos chances de la percevoir et de la saisir ? <\/strong><\/p>\n

Pour savoir si une opportunit\u00e9 en est bien une, assurez-vous qu’elle est align\u00e9e avec vos objectifs \u00e0 long terme. Si cette opportunit\u00e9 nous permet de progresser, elle a plus de chances d’\u00eatre une v\u00e9ritable opportunit\u00e9. \u00c9valuez si elle nous rapproche de nos r\u00eaves et si elle est en harmonie avec notre vision de l’avenir.<\/strong><\/p>\n

Pour augmenter nos chances de percevoir et de saisir des opportunit\u00e9s, nous pouvons agir sur deux facteurs. Il s\u2019agit d\u2019aiguiser notre radar \u00e0 opportunit\u00e9 pour mieux les reconna\u00eetre lorsqu\u2019elles se pr\u00e9senteront par hasard et de provoquer l\u2019apparition d\u2019opportunit\u00e9s en \u00e9largissant notre environnement et en nous confrontant \u00e0 de nouvelles situations<\/strong><\/p>\n

Par quel moyen r\u00e9colter ces informations et comment identifier les opportunit\u00e9s d\u2019affaires ? <\/strong>Qu\u2019est-ce -ce qui fait la diff\u00e9rence entre les entreprises qui ont r\u00e9ussi \u00e0 saisir les opportunit\u00e9s d\u2019affaires et les autres ? Comment ne pas passer \u00e0 c\u00f4t\u00e9 dans sa veille strat\u00e9gique ? Et enfin, quelles sont les opportunit\u00e9s que j\u2019ai pu saisir dans ma vie de chef d\u2019entreprise ?\u00a0 <\/strong>Je vous donne rdv le mardi prochain pour partager mes r\u00e9ponses \u00e0 ces questions dans la deuxi\u00e8me partie du traitement de cette th\u00e9matique.<\/strong><\/p>\n

Dr Harouna Kabor\u00e9, Chef d’Entreprises<\/strong><\/p>\n

Ancien Ministre en charge du Commerce du Burkina Faso<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Cette tribune aborde deux sujets que sont les opportunit\u00e9s d\u2019affaires dans la vie du chef<\/p>\n","protected":false},"author":1,"featured_media":4046,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,16],"tags":[],"class_list":["post-4037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-libre-opinion","category-societe"],"yoast_head":"\nVIE DE CHEF D\u2019ENTREPRISE: LES OPPORTUNIT\u00c9S ET LA VEILLE STRAT\u00c9GIQUE (1ere partie) - R\u00e9veil Info<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VIE DE CHEF D\u2019ENTREPRISE: LES OPPORTUNIT\u00c9S ET LA VEILLE STRAT\u00c9GIQUE (1ere partie) - R\u00e9veil Info\" \/>\n<meta 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