mocoСовременная конкуренция / Journal of Modern CompetitionJournal of Modern Competition1993-75982687-0657Московский университет «Синергия»OOZTBVmoco-399Research ArticleСтатьиЭкономическая разведка в малом и среднем бизнесе: интеграция наступательных навыковCompetitive inteligence & creativity in SMEs/SMIs: a an offensive skill to structuredСтрассерК.StrasserC.cstrasser@orientcom.comУниверситет Сюд Тулон-ВарUniversite du Sud Toulon Var201113082025054662Copyright © Страссер К., 20252025Страссер К.Strasser C.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.moderncompetition.ru/jour/article/view/399

Данная статья является частью исследования, проводимого в рамках докторской диссер- тации по Информационным технологиям и коммуникации, основное внимание в которой уделяется интеграции экономической разведки в аспекте наступления для обеспечения раз- вития или увеличения творческой активности на предприятиях малого и среднего бизнеса. Часть сформированной для исследования парадигмы необходимо отнести к социологиче- ской теории сетевого участия и перевода, разработанной Латуром и Калоном (1991 и поз- же), а также к недавним предложениям, названным «обратным творчеством», когда новое, креативное использование продуктов составляет актуальное рыночное предложение. Настоящее исследование также основано на японском подходе, отраженном в методоло- гии внутрифирменного порождения знаний Нонака и Такеши (1997), согласно которому работник является главным стейкхолдером компании, так как он обладает знаниями, обрабатывает информацию и взаимодействует с ее структурой, чтобы способствовать появлению новых предложений. И, наконец, в работе проанализированы креативные методы рекламы и, в особенности, «метод дисрупции» разработанный Жан-Мари Дрю (1996, 2003), и показано, что модель, которая объединяет области знания и творчества, будет способствовать реализации так- тических и стратегических целей компании.

This article is part of research carried out within the framework of a doctorate thesis for Information and Communication Science which focuses on the integration of economic intelligence into an offensive wing in order to enable development or increase creativity within certain SMEs/SMIs. Part of the paradigm, we have assembled for this research in general and for that purpose in particular, should have to refer to the «networking-actor» sociological field Latour (1991 and following), (Callon & Latour,) and what we called through this article reverse creativity. We will base our theoretical and furthermore, practical development, on the Japanese approach in Nonaka and Takeuchi (1997) research which supports the employee as the main stakeholder in the company with access to and the ability to process information and knowledge and interact with the organisation. We will analyse how creative advertising techniques and, particularly, the disruption manner, which we owe to the publicist Jean Marie Dru (1996 & 2003), and attempt to demonstrate that a model which links the field of «knowledge» to that of «creativity» would serve a companys tactical and strategic goals.

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The authors declare that there are no conflicts of interest present.