Article pp.159-173 du Vol.1 n°2 (2009)

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L’épistémologie

de l’intelligence économique face au défi de la communication

³ Par Nicolas Moinet

Maître de Conférences

Habilité à Diriger des Recherches en Sciences de l’Information et de la Communication, chercheur au CEREGE (EA 1722)

Institut d’Administration des Entreprises de l’Université de Poitiers Responsable de l’équipe Intelligence Économique et Stratégies de Communication

Résumé

Bien que médiatique, l’intelligence économique reste une dynamique difficile à saisir.

Son impossible définition est consubstantielle à son caractère syncrétique. S’appuyant, en France, sur une culture du renseignement mal comprise, elle inquiète autant qu’elle rassure. Pourtant jugée indispensable, elle a été élevée au rang de politique publique et se développe, lentement mais surement, au sein des entreprises. Dynamique à la recherche de ses fondements, l’intelligence économique s’appuie sur des méthodologies issues du terrain qui demandent une assise théorique forte. Pour y être opératoire, le concept d’information doit être compris et utilisé dans un cadre plus systémique qui le relie à l’action via la connaissance. En éveil permanent et tourné vers l’analyse, un dispositif d’intelligence économique est un système dans lequel la communication apparaît comme centrale. © 2009 Lavoisier SAS. Tous droits réservés

Mots clés : Intelligence économique, culture du renseignement, information stratégique, connaissance, management, communication

Abstract

The epistemology of competitive intelligence facing the challenges of communication. In spite of its media coverage, Competitive Intelligence remains a hard‐to‐grasp process. Its impossible defining is coexistent with its syncretic nature. As it bases itself on the misunderstood culture of intelligence, it is, as a consequence, a source of both worry and reassurance in France. It has nevertheless been judged mandatory, has been elevated to the rank of public policy and is now being developed within firms,

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slowly but surely. Constantly on the lookout for new operating concepts, Competitive Intelligence is established on field‐based methodologies that require strong theoretical foundations. In order for it to operate, the intelligence concept must be understood and used in a more systemic frame which would link it with action through knowledge. An ever‐working Competitive Intelligence system, focusing on analysis, will therefore put into motion a strategic community of knowledge wherein communication will appear as the centre of attention. © 2009 Lavoisier SAS. All rights reserved

Keywords: Competitive Intelligence, culture of intelligence, strategic information, knowledge, management, communication

Introduction

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Président du comité intelligence économique du MEDEF.

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1. L’intelligence économique : une dynamique à la recherche de ses fondements épistémologiques

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Cette analyse est le fruit de la réflexion collective de deux chercheurs en sciences de l’information et de la communication, Philippe Dumas & Denis Gasté et d’un chercheur en sciences de gestion, François Lacroux. Elle fût présentée en 2001 lors d’un colloque intitulé « La communication d’entreprise : Regards croisés Sciences de Gestion – Sciences de l’Information et de la Communication ».

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Les raccourcis pratiques de la veille

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Conférence donnée en février 2009 aux étudiants du Master professionnel Intelligence Economique et Communication Stratégique de l’Université de Poitiers. 5

(11)

Vision dynamique des cycles du renseignement raccourcis

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