Soutenance de thèse
Économie organisationnelle des plateformes marchandes orientées consommateur : Analyse théorique et expérimentation

Louis Vuarin - doctorant du programme Ph.D. ESCP

Amélie Abadie, doctorant du programme Ph.D. ESCP a soutenu publiquement sa thèse de Doctorat en Sciences de Gestion.

24 juin 2021
ESCP Business School Campus République

Résumé

Les plateformes digitales sont des modèles d’affaires de la quatrième révolution industrielle. Si la Science de gestion donne des interprétations holistiques de la plateforme, elles manquent à la décrire dans un consensus théorique généralisable.

Les Sciences économiques précisent des mécaniques générales, mais sont confrontées à la difficulté d’en modéliser l’entièreté. La présente thèse propose de théoriser l’ensemble d’un écosystème de plateforme, marchande et orientée consommateur, au travers d’une approche bi-disciplinaire entre Sciences économiques et de gestion.

Au sein d’une monographie, un travail de modélisation théorique des heuristiques dans la plateforme propose un canevas normatif du modèle d’affaires de plateforme. Une expérimentation de simulation d’une plateforme auprès de 1740 personnes a permis, par la réfutation ou la confirmation du modèle théorique, de distinguer les phénomènes de rationalisation, opportunisme ou d’attachement dans ce commerce de service écosystémique.

Cette recherche contribue aux connaissances sur les plateformes digitales en montrant que la plateforme n’est pas une organisation robotisée dans un marché, ni un espace de partage altruiste ou un emblème de la désintermédiation, mais un modèle de commerce hybride mêlant l’ensemble de ces symboliques dans un idéal incitant chaque acteur à générer de la valeur.

Cette thèse les articule et affirme la pertinence d’une approche d’économie organisationnelle pour ce modèle. Elle modère la dominance du consommateur et fait état de nombreuses relations d’alliance, d’intégration et de communication de la valeur., contre-intuitives aux sciences de l’économie néo-classique mais associables aux sciences gestionnaires. Ses outils, les algorithmes, possèdent une influence symbolique permettant la détermination d’un positionnement marketing de la plateforme, avant une influence sur la structure organisationnelle de sa communauté marchande.

Jury

Directeur de recherche :

  • M. Olivier BADOT,
    Professeur, ESCP Business School

Rapporteurs :

  • M. Patrick JOFFRE,
    Professeur émérite, Université de Caen Normandie (IAE)
  • M. Dimitri LAROUTIS,
    Professeur, EM Normandie

Suffragants :

  • Mme Adeline OCHS,
    Professeure, Audencia
  • M. Ben VOYER,
    Professeur, ESCP Business School

Campus

Paris
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'+v_title+'

['+v_lang+']
'+v_descr+"
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'+t+'

[in '+o+']
'+l+"
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',btnc=".js-close-popup",time=0,body=$("body"),js=$(".js-popup");js.each(function(){var a=$(this).find("iframe"),t=a.attr("src");a.length>0&&-1!==t.indexOf("youtube")&&(-1!==t.indexOf("?")?a.attr("src",t+"&enablejsapi=1"):a.attr("src",t+"?enablejsapi=1"))}),$(document).on("click",link,function(a){a.preventDefault();var t=$(this),e=t.attr("href"),s=$(e),l=t.attr("btn-bg-color"),o=t.attr("content-bg-color");null!=l&&void 0!=l||(l="#240085"),null!=o&&void 0!=o||(o="h-bg-white");var n='';body.addClass("no-scroll"),"wrapped"!=s.attr("aria-inner")&&s.wrapInner('
').attr("aria-inner","wrapped"),(s.hasClass("js-slide-right")||s.hasClass("js-slide-left"))&&s.addClass(o),0==$(".backdrop").length&&$("body").append(back),0==$(".js-close-popup",s).length&&s.prepend(n),"close"!=s.attr("aria-label")&&null!=s.attr("aria-label")&&void 0!=s.attr("aria-label")||(s.fadeIn(),s.attr("aria-label","open"))}),$(document).on("click",btnc,function(a){a.preventDefault();var t=$(this).attr("aria-controls"),e=$(t);$(t+" iframe").length>0&&$(t+" iframe")[0].contentWindow.postMessage('{"event":"command","func":"pauseVideo","args":""}',"*"),time=e.hasClass("js-slide-right")||e.hasClass("js-slide-left")?900:0,e.attr("aria-label","close"),e.stop(!0,!0).delay(time).fadeOut(100,function(){$("body .backdrop").remove(),$("body").removeClass("no-scroll")})}); } // End });