WorldCat Identities

Mokaddem, Sarra (1986-....).

Works: 1 works in 1 publications in 1 language and 1 library holdings
Roles: Author
Publication Timeline
Most widely held works by Sarra Mokaddem
Analyse de l'échec des innovations dans un marché en émergence : approche intégratrice aux niveaux individuel et collectif by Sarra Mokaddem( )

1 edition published in 2016 in French and held by 1 WorldCat member library worldwide

As part of our doctoral studies, we worked in an engineering school that has developed a partnership with the company Ecoway , for the development of Movin'out service innovation. Addressed to individuals ( BtoC ) , enterprises , service providers and communities ( BtoB) , this innovation comes in the form of a Community eco-mobility platform , to encourage individuals to adopt virtuous modes of transport , and therefore alternative to individual car use . Unfortunately, Movin'out responsible for innovation does not meet the expected success for our presence in the search field and was rejected by potential adopters without generating the communautary effect.Despite the wealth of literature on the diffusion and adoption of innovations, it remains fragmented. Indeed, different approaches have emerged at the crossroads of several disciplines (economics, sociology, management, psychology, etc.) (Masson, Weil and Hatchuel, 2006). So, to answer the central question of this thesis and to register our work in the theoretical field of marketing innovation, we primarily focused on the linear approach developed by Rogers (2003) for an analysis at the individual level as well as work on virtual communities (Rheingold, 1993; Kozinets, 1999, 2002, 2010) for a discussion at the collective level of innovation. However, these approaches, disregarding the social environment of the individual and the interactions it may have with the object (innovation) and other individuals (networks), we complete the work sociology of innovation to emphasize the importance of interaction in networks for the successful construction of innovation.We find that every theoretical approach taken separately by focusing on a level of analysis, whether individual or collective actor, can provide an overall view of the diffusion and adoption of innovations. Also, our goal is to provide an integrative approach at the crossroads of marketing and sociology of innovation to analyze the failed construction of a responsible service innovation in the making, on an emerging market, the ecomobility. The integrative approach is thus situated at different levels of observation: the individual, the community, the network. The bias of this thesis is to articulate these in order to identify and analyze the behavior of resistance to innovations. Our contribution lies in the mobilization of this inclusive approach to study a little treated in the literature about: the failure of an innovation
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French (1)