{"id":15227,"date":"2020-12-12T14:35:24","date_gmt":"2020-12-12T13:35:24","guid":{"rendered":"https:\/\/www.sfsic.org\/?p=15227"},"modified":"2020-12-13T21:39:35","modified_gmt":"2020-12-13T20:39:35","slug":"la-strategie-digitale-face-au-covid-19","status":"publish","type":"post","link":"https:\/\/www.sfsic.org\/en\/aac-publication\/la-strategie-digitale-face-au-covid-19\/","title":{"rendered":"La strat\u00e9gie digitale face au covid-19"},"content":{"rendered":"<p><!-- fxzn:singledetail --><\/p>\n<div class=\"zone zn-singledetail\" id=\"fxzn-singledetail-1\">\n<div class=\"zone-block zn-singledetail-block alignwide va-top\">\n<div class=\"row\">\n<div class=\"columns large-8 large-push-4\">\n<div class=\"zn-singledetail-metabox\">\n<div class=\"zn-singledetail-pubdate pubdate\">\n\t\t\t\t\t<span class=\"pubdate-txt\">Mis en ligne le<\/span><span class=\"doubledot\"><\/span> <time class=\"pubdate-time\" pubdate datetime=\"2020-12-13T21:35:24+01:00\">13 d\u00e9cembre 2020<\/time>\t\t\t\t<\/div>\n<p class=\"zn-singledetail-calenda-info\">\n\t\t\t\t\t\tInformations \u00e9dit\u00e9es \u00e0 partir d\u2019une annonce <a class=\"calenda-link prettylink\" href=\"https:\/\/calenda.org\/813381\" target=\"_blank\" rel=\"noopener\"><strong>Calenda<\/strong><\/a>.\t\t\t\t\t<\/p>\n<div class=\"zn-singledetail-thematiques with-sep-comma\">\n<ul class=\"termslist termslist-thematique\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Th\u00e9matiques<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-thematique term-communication-organisations\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/thematiques\/communication-organisations\/\" title=\"Communication et organisations\"><span class=\"termslist-itemname\">Communication et organisations<\/span><\/a><\/li>\n<li class=\"termslist-item tax-thematique term-numerique-strategies-dispositifs-usages\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/thematiques\/numerique-strategies-dispositifs-usages\/\" title=\"Num\u00e9rique : strat\u00e9gies, dispositifs et usages\"><span class=\"termslist-itemname\">Num\u00e9rique : strat\u00e9gies, dispositifs et usages<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"columns large-4\">\n<div class=\"zn-singledetail-sidebar bg-cornersquares\">\n<div class=\"zn-singledetail-infos\">\n<p class=\"zn-singledetail-reponse-date\">\n\t\t\t\t\t\t<span>R\u00e9ponse attendue pour le<\/span><span class=\"doubledot\"><\/span> <strong>15\/03\/2021<\/strong>\n\t\t\t\t\t<\/p>\n<p class=\"zn-singledetail-reponse-type\">\n\t\t\t\t\t<span>Type de r\u00e9ponse<\/span><span class=\"doubledot\"><\/span> <strong>Contribution compl\u00e8te<\/strong>\n\t\t\t\t\t<\/p>\n<p class=\"zn-singledetail-type\">\n\t\t\t\t\t\t\t<span>Type de contribution attendue<\/span><span class=\"doubledot\"><\/span> <strong>Article<\/strong>\n\t\t\t\t\t<\/p>\n<p class=\"zn-singledetail-name\">\n\t\t\t\t\t\t\t<span>Nom de la publication<\/span><span class=\"doubledot\"><\/span> <strong>Revue Management &#038; Data Science<\/strong>\n\t\t\t\t\t<\/p>\n<\/p><\/div>\n<div class=\"zn-singledetail-coordinators\">\n<h3 class=\"zn-singledetail-section-title\">Coordinateurs<\/h3>\n<ul class=\"zn-singledetail-coordinators-list\">\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Cameron<\/span> <span>Guthrie<\/span>, <span>Toulouse Business School<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t\t, <a class=\"zn-singledetail-coordinators-mail prettylink\" href=\"mailto:c.guthrie@tbs-education.fr\">c.guthrie@tbs-education.fr<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<li class=\"zn-singledetail-coordinators-item\">\n\t\t\t\t\t\t\t<span>Samuel<\/span> <span>Fosso Wamba<\/span>, <span>Toulouse Business School<\/span>\t\t\t\t\t\t\t\t\t\t\t\t\t\t, <a class=\"zn-singledetail-coordinators-mail prettylink\" href=\"mailto:s.fosso-wamba@tbs-education.fr\">s.fosso-wamba@tbs-education.fr<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<div class=\"zn-singledetail-contacts\">\n<h3 class=\"zn-singledetail-section-title\">Contacts<\/h3>\n<ul class=\"zn-singledetail-contacts-list\">\n<li class=\"zn-singledetail-contact\">\n\t\t\t\t\t\t\t<span class=\"zn-singledetail-contact-name\">Agathe Fonsagrives<\/span><span class=\"doubledot\"><\/span><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"zn-singledetail-contact-mail prettylink\" href=\"mailto:agathe.fonsa@gmail.com\">agathe.fonsa@gmail.com<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<div class=\"zn-singledetail-weblinks\">\n<h3 class=\"zn-singledetail-section-title\">Sites internet de r\u00e9f\u00e9rence<\/h3>\n<ul class=\"zn-singledetail-weblinks-list\">\n<li>\n\t\t\t\t\t\t\t<a class=\"prettylink chainlink\" href=\"https:\/\/management-datascience.org\/articles\/14345\/\" title=\"Revue Management &#038; Data Science\" target=\"_blank\" rel=\"noopener\">Revue Management &#038; Data Science<\/a>\n\t\t\t\t\t\t<\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"columns large-8\">\n<div class=\"zn-singledetail-contentbox\">\n<div class=\"zn-singledetail-annonce wig-content\">\n<div id=\"annonce-813381-fr\" class=\"tabContent\" lang=\"fr\" xml:lang=\"fr\">\n<h2>Argumentaire<\/h2>\n<p>La crise de la COVID-19 a profondement perturb\u00e9 le fonctionnement du secteur tertiaire. Du commerce de d\u00e9tail \u00e0 la restauration, en passant par la grande distribution la pand\u00e9mie a destablis\u00e9 des cha\u00eenes logistiques (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_9\">Queiroz, Ivanov, Dolgui, &amp; Wamba, 2020<\/a>) et a modifi\u00e9 les priorit\u00e9s de consommation (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_5\">Hall, Prayag, Fieger, &amp; Dyason, 2020<\/a>) et le comportement des clients (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_12\">Sheth, 2020<\/a>).<\/p>\n<p>La pand\u00e9mie et ses mesures santiaires ont acceler\u00e9 la transformation digitale des entreprises. On a vu un essor du commerce \u00e9lectronique (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_4\">FEVAD, 2020<\/a>), une digitalisation accrue du parcours client, le d\u00e9veloppement de nouveaux services en ligne, une d\u00e9materialisation des prestations de services (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_8\">Keesara, Jonas, &amp; Schulman, 2020<\/a>) et un recours en urgence aux mod\u00e8les de vente hybrides, tels que le <em>click-and-collect<\/em> et les <em>drives <\/em>(<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_1\">Badot &amp; Fournel, 2020<\/a>). Aujourd\u2019hui, les entreprises s\u2019int\u00e9rrogent sur les strat\u00e9gies digitales \u00e0 d\u00e9velopper pour faire face \u00e0 ces nouveaux contraintes, comportements et attentes (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_13\">Soto-Acosta, 2020<\/a>), et aussi pour en tirer profit (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_6\">Heinonen &amp; Strandvik, 2020<\/a>&#160;; <a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_11\">Seetharaman, 2020<\/a>).<\/p>\n<p>Ce num\u00e9ro sp\u00e9cial de la revue Management &amp; Data Science invite les chercheurs en gestion \u00e0 s\u2019interroger sur l\u2019impact de la COVID-19 sur les strat\u00e9gies digitales des entreprises du secteur tertiaire, \u00e0 la fois pour faire face \u00e0 la crise et pour pr\u00e9parer un monde transform\u00e9 par la pand\u00e9mie.<\/p>\n<p>Nous adoptons ici la d\u00e9finition de strat\u00e9gie digitale propos\u00e9e par <a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_2\">Bharadwaj, El Sawy, Pavlou, and Venkatraman (2013<\/a>), notamment celle d\u2019une strat\u00e9gie g\u00e9n\u00e9rale formul\u00e9e et ex\u00e9cut\u00e9e en tirant parti des ressources num\u00e9riques afin de cr\u00e9er de la valeur diff\u00e9rentielle. Il s\u2019agit le plus souvent de repenser la relation client ou de d\u00e9velopper de nouveaux produits ou services num\u00e9ris\u00e9es (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_10\">Ross, Sebastian, &amp; Beath, 2017<\/a>). Les strat\u00e9gies digitales sont souvent declench\u00e9es par l\u2019\u00e9mergence de technologies innovantes et disruptives (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_7\">Kahre, Hoffmann, &amp; Ahlemann, 2017<\/a>), et r\u00e9pondent aux changements dans l\u2019environnement externe et concurrentiel de l\u2019entreprise et \u00e0 l\u2019\u00e9volution du march\u00e9 (<a href=\"https:\/\/management-datascience.org\/articles\/14345\/#_ENREF_3\">Correani, De Massis, Frattini, Petruzzelli, &amp; Natalicchio, 2020<\/a>).<\/p>\n<p>Conform\u00e9ment au positionnement de la revue Management &amp; Data Science, les soumissions doivent apporter une r\u00e9flexion originale relative \u00e0 la transformation digitale et\/ou de la data science. Elles peuvent \u00eatre de diverses natures&#160;: \u00e9tat de l\u2019art, test d\u2019un mod\u00e8le, \u00e9tude empirique qualitative ou quantitative, etc.<\/p>\n<p>Les th\u00e8mes d\u2019int\u00e9r\u00eat sont les suivants (non exhaustif)&#160;:<\/p>\n<ul>\n<li>Le r\u00f4le de la pand\u00e9mie comme facilitateur ou acc\u00e9l\u00e9rateur de la transformation num\u00e9rique des entreprises du secteur tertiaire&#160;;<\/li>\n<li>L\u2019impact de la pand\u00e9mie sur le d\u00e9veloppement de l\u2019e-commerce et sur l\u2019organisation des e-commercants&#160;;<\/li>\n<li>La mise en place de nouveaux mod\u00e8les de vente (ex. marketplaces) et de livraison (ex. click-and-collect, drive)&#160;;<\/li>\n<li>L\u2019impact de la pand\u00e9mie sur le d\u00e9veloppement des strat\u00e9gies omnicanales&#160;;<\/li>\n<li>L\u2019utilisation des technologies num\u00e9riques pour le d\u00e9veloppement de nouveaux produits ou de services pendant ou suite \u00e0 la crise de la COVID-19&#160;;<\/li>\n<li>L\u2019impact de la pand\u00e9mie sur le taux d\u2019adoption et les utilisations des technologies num\u00e9riques par les seniors&#160;;<\/li>\n<li>L\u2019utilisation des technologies avanc\u00e9es dans la cha\u00eene logistique pour faire face \u00e0 la pand\u00e9mie et pour r\u00e9pondre aux nouvelles attentes des clients (ex. l\u2019intelligence artificielle, l\u2019internet des objets, le blockchain, le big data analytics)&#160;;<\/li>\n<li>La num\u00e9risation des points de vente (ex. la r\u00e9alit\u00e9 virtuelle et augment\u00e9e, les bornes et tablettes tactiles, les applications mobiles, la robotisation)&#160;;<\/li>\n<li>La fluidification du parcours d\u2019achat et la minimisation de l\u2019effort de l\u2019acheteur (ex. les caisses automatiques, le paiement sans contact)&#160;;<\/li>\n<li>L\u2019impact du t\u00e9l\u00e9travail sur le type, la production et la qualit\u00e9 des services propos\u00e9s par les entreprises&#160;;<\/li>\n<li>L\u2019utilisation des reseaux sociaux et d\u2019autres techniques de marketing digital pour garder le lien social avec le consommateur pendant la pand\u00e9mie.<\/li>\n<\/ul>\n<h2>Le contenu d\u2019un num\u00e9ro<\/h2>\n<p>Un num\u00e9ro de Management &amp; Data Science comprend&#160;:<\/p>\n<ul>\n<li>Un \u00e9ditorial(entre 1000 et 2000 mots)<\/li>\n<li>Des avis d\u2019expert(entre 1000 et 2000 mots)<\/li>\n<li>Des articles de recherche(2000 mots. une note m\u00e9thodologique se trouvera \u00e0 la fin de l\u2019article)<\/li>\n<li>Des cas d\u2019application(entre 1000 et 2000 mots)<\/li>\n<li>Des actualit\u00e9s(entre 1000 et 2000 mots)<\/li>\n<li>Annonce d\u2019\u00e9v\u00e9nements (\u00e0 la charge de l\u2019\u00e9quipe de r\u00e9daction)<\/li>\n<li>notes de lectures<\/li>\n<\/ul>\n<h2>Soumission d\u2019un article<\/h2>\n<p>Les manuscrits doivent \u00eatre soumis (au format Word) par voie \u00e9lectronique, \u00e0 l\u2019adresse suivante&#160;: <strong>soumission@management-datascience.org<\/strong> <strong>avant le 15 mars 2021<\/strong>.<\/p>\n<ol>\n<li>Sur r\u00e9ception de l\u2019article complet, un membre du comit\u00e9 de r\u00e9daction (qui peut \u00eatre le r\u00e9dacteur en chef invit\u00e9 au num\u00e9ro ou le r\u00e9dacteur en chef) en fait une lecture pour d\u00e9cider de son acceptabilit\u00e9.<\/li>\n<li>Un accus\u00e9 de r\u00e9ception est envoy\u00e9 \u00e0 l\u2019auteur afin de l\u2019aviser de la r\u00e9ception de l\u2019article et de son acceptabilit\u00e9 ou non. Dans le cas d\u2019un refus, l\u2019\u00e9valuateur interne peut sugg\u00e9rer des modifications souhait\u00e9es avant une nouvelle soumission de l\u2019article.<\/li>\n<li>Dans le cas d\u2019une acceptation, l\u2019article est alors soumis (de mani\u00e8re anonyme) \u00e0 deux \u00e9valuateurs scientifiques. En cas de contradiction entre les deux \u00e9valuateurs, l\u2019article sera soumis \u00e0 un membre du comit\u00e9 scientifique. Dans l\u2019\u00e9ventualit\u00e9 o\u00f9 ce troisi\u00e8me \u00e9valuateur ne serait pas disponible, les membres du comit\u00e9 de r\u00e9daction trancheront.<\/li>\n<\/ol>\n<ol start=\"4\">\n<li>Sur r\u00e9ception des recommandations des \u00e9valuateurs, le r\u00e9dacteur en chef prend l\u2019une des d\u00e9cisions suivantes&#160;: Publication de l\u2019article, Publication avec corrections mineures, Publication avec corrections majeures, Refus. Un courriel est envoy\u00e9 \u00e0 l\u2019auteur afin de lui signifier l\u2019acceptation de son article ou son refus. Une Lettre du r\u00e9dacteur en chef de la revue informera les auteurs de la d\u00e9cision motiv\u00e9e qui a \u00e9t\u00e9 prise.<\/li>\n<li>Les auteurs ont un certain d\u00e9lai (variable suivant les dossiers) pour proc\u00e9der aux corrections.<\/li>\n<li>La nouvelle version est alors transmise au r\u00e9dacteur en charge de l\u2019article, qui \u00e9value une seconde fois le texte. Les auteurs peuvent alors \u00eatre invit\u00e9s \u00e0 proc\u00e9der \u00e0 de nouvelles corrections. Si les corrections ne sont pas apport\u00e9es, le comit\u00e9 de r\u00e9daction se donne le droit de ne pas publier le texte concern\u00e9.<\/li>\n<\/ol>\n<p>La revue ne pr\u00e9l\u00e8ve aucun frais de soumission, ni de publication.<\/p>\n<p>Tout article propos\u00e9 doit respecter les <a href=\"https:\/\/management-datascience.org\/about\/publish-here\/authors-guide\/\">consignes suivantes<\/a>.<\/p>\n<h2>Droits d\u2019auteur<\/h2>\n<p>Les articles soumis \u00e0 la revue ne doivent pas avoir \u00e9t\u00e9 publi\u00e9s auparavant dans leur forme actuelle ou sensiblement similaire, ou \u00eatre \u00e0 l\u2019\u00e9tude pour publication au sein d\u2019une autre revue. Les auteurs qui soumettent des articles pour publication garantissent que le travail ne constitue pas une violation de tout droit d\u2019auteur existant et s\u2019engage \u00e0 indemniser l\u2019\u00e9diteur contre toute violation de cette garantie.<\/p>\n<p>Les articles publi\u00e9s par Management &amp; Data Science sont plac\u00e9s sous licence Creative Commons \u2013 Attribution \u2013 Pas de Modification(CC BY-ND).<\/p>\n<p>Cette licence autorise la redistribution, \u00e0 des fins commerciales ou non, tant que l\u2019\u0153uvre est diffus\u00e9e sans modification et dans son int\u00e9gralit\u00e9, avec attribution et citation de votre nom.<\/p>\n<\/div><\/div>\n<div class=\"zn-singledetail-keywords\">\n<h3 class=\"zn-singledetail-section-title\">Mots-cl\u00e9s<\/h3>\n<ul class=\"termslist termslist-post_tag\">\n<li class=\"termslist-item termslist-title\"><span class=\"termslist-titletxt\">Mots-cl\u00e9s<\/span><span class=\"doubledot\"><\/span><\/li>\n<li class=\"termslist-item tax-post_tag term-covid-19\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/covid-19\/\" title=\"Covid-19\"><span class=\"termslist-itemname\">Covid-19<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-numerique\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/numerique\/\" title=\"num\u00e9rique\"><span class=\"termslist-itemname\">num\u00e9rique<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-pandemie\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/pandemie\/\" title=\"Pand\u00e9mie\"><span class=\"termslist-itemname\">Pand\u00e9mie<\/span><\/a><\/li>\n<li class=\"termslist-item tax-post_tag term-strategie\"><a class=\"termslist-itemlink\" href=\"https:\/\/www.sfsic.org\/tag\/strategie\/\" title=\"strat\u00e9gie\"><span class=\"termslist-itemname\">strat\u00e9gie<\/span><\/a><\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- \/fxzn:singledetail --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mis en ligne le 13 d\u00e9cembre 2020 Informations \u00e9dit\u00e9es \u00e0 partir d\u2019une annonce Calenda. Th\u00e9matiques Communication et organisations Num\u00e9rique : strat\u00e9gies, dispositifs et usages R\u00e9ponse attendue pour le 15\/03\/2021 Type [&hellip;]<\/p>\n","protected":false},"author":781,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28,60],"tags":[323,90,356,306],"thematique":[37,39],"sfsic":[],"class_list":["post-15227","post","type-post","status-publish","format-standard","hentry","category-aac-publication","category-article","tag-covid-19","tag-numerique","tag-pandemie","tag-strategie","thematique-communication-organisations","thematique-numerique-strategies-dispositifs-et-usages","wp-sticky"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La strat\u00e9gie digitale face au covid-19<\/title>\n<meta name=\"description\" content=\"La revue Management &amp; 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