Home > Intelligence économique > L’importance de la veille pour définir sa stratégie d’entreprise

L’importance de la veille pour définir sa stratégie d’entreprise

Souvent rétrogradée au rang de simple collecte de données, la veille peine encore à se déployer au sein des sociétés. Pourtant, c’est sous-estimer le rôle capital qu’elle joue pour la stratégie de toute organisation. Vous aventureriez-vous aujourd’hui à conduire une voiture dans une métropole étrangère sans carte routière, ni GPS ? Peut-être pourriez-vous trouver votre chemin à terme, mais non sans stress et sans difficultés. Alors, est-ce la même chose pour son entreprise ? Peut-on encore avancer à l’aveugle ? Au delà de servir de guide dans le flux quotidien et continu d’informations, en quoi mettre en place un processus de veille est-il indispensable à sa stratégie ?

La veille sert à anticiper les risques

  • Veille image / e-réputation :
    Ce type de veille consiste à surveiller l’image de marque de son entreprise sur le web. A ce titre, elle permet de suivre les avis exprimés par les clients sur son offre. En décryptant ces retours, l’entreprise est ainsi à même d’opérer des ajustements sur ses produits ou services, voire de déceler des tendances de fond permettant d’innover. Par ailleurs, la veille image ou e-réputation facilite le désamorçage de mauvais “bouche-à-oreille” ou “bad buzz”.  En répondant rapidement et de manière efficace à ce phénomène viral, l’entreprise limite les risques de mauvaise presse.
  • Veille réglementaire / législative :
    Cette veille vise à anticiper la modification d’une norme, d’un décret ou d’une loi (interdiction d’un composant par exemple). L’entreprise agit ainsi pour faire les modifications nécessaires sur ses produits ou ses procédures internes avant de s’y trouver contrainte légalement.

La veille permet d’identifier les opportunités business

  • Veille innovation / technologique :
    Ici, il s’agit pour l’entreprise de réagir au plus vite à l’émergence d’une nouvelle technologie ou d’une nouvelle innovation. Repérer ces changements offre de multiples opportunités stratégiques. Cela permet notamment l’acquisition de brevets, ou l’amélioration des solutions existantes et/ou la recherche de nouvelles.
  • Veille concurrentielle :
    La veille concurrentielle repose sur le fait de garder un œil sur les acteurs de son marché. Ainsi informée de l’actualité des parties prenantes, l’entreprise a la visibilité sur les occasions de rachat d’autres sociétés, ou d’établir des partenariats avec certaines d’entre elles.

La veille aide à comprendre les évolutions de son marché

  • Veille marché :
    Cette veille concerne l’observation approfondie de son environnement de marché. A travers elle, l’entreprise s’assure de suivre les évolutions de comportements de consommation, et/ou l’émergence de nouvelles modes ou tendances pouvant influencer son activité.

La veille est un outil à la prise de décisions stratégiques

  • Valider une décision déjà prise :
    Généralement, la veille est un moyen de collecter et traiter de l’information pour asseoir les initiatives prises par l’entreprise. Cette démarche sert à vérifier que toutes les conditions sont requises pour approuver la mise en œuvre de la décision. Un peu comme si vous cherchiez de l’information sur le produit que vous venez d’acheter pour conforter votre choix.
  • Amorcer le besoin de prendre une décision :
    La veille peut également servir à obtenir de toutes les données pour déclencher le besoin d’acter une décision. L’enjeu est alors de saisir l’opportunité identifiée, ou d’éviter le risque auquel l’entreprise est confronté.

En résumé, mettre en place un processus de veille pour son entreprise incite à ce que tous les services soient impliqués dans le projet. Du département Marketing pour l’analyse des acteurs de marché, l’image, et l’évolution de l’offre; à la R&D pour l’innovation et le développement des solutions; en passant par l’Administration et la Direction pour les changements réglementaires et légaux, et les lignes directrices de l’entreprise.

La veille ne se résume pas à la compilation de l’information. Elle fait partie intégrante de l’intelligence économique et collective d’une organisation. La veille doit donc déboucher naturellement sur de la prise de décisions stratégiques et engageantes pour l’entreprise.

À voir aussi

Le knowledge management : une dynamique d’innovation


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Peut-être pourriez-vous trouver votre c'...; public $post_date = '2019-08-20 09:00:36'; public $post_excerpt = ''; public $post_parent = 5693; public $post_status = 'publish'; public $post_title = 'L’importance de la veille pour définir sa stratégie d’entreprise'; public $post_type = 'page'; public $slug = 'limportance-de-la-veille-pour-sa-strategie'; protected $__type = NULL; public $post_date_gmt = '2019-08-20 07:00:36'; public $comment_status = 'closed'; public $ping_status = 'closed'; public $post_password = ''; public $post_name = 'limportance-de-la-veille-pour-sa-strategie'; public $to_ping = ''; public $pinged = ''; public $post_modified = '2019-08-20 08:47:52'; public $post_modified_gmt = '2019-08-20 06:47:52'; public $post_content_filtered = ''; public $guid = 'https://www.kbcrawl.com/?page_id=7267'; public $menu_order = 1; public $post_mime_type = ''; public $filter = 'raw'; public $status = 'publish' }, 'is_blog_like' => TRUE, 'last_page' => class Timber\Post { public $id = 7537; public $ID = 7537; public $object_type = 'post'; protected ?WP_Post $wp_object = class WP_Post { ... }; protected $___content = NULL; protected $_permalink = NULL; protected $_next = [...]; protected $_prev = [...]; protected $_css_class = NULL; public $post_author = '8'; public $post_content = '<!-- wp:paragraph -->\n<p>Le knowledge management, vous connaissez peut-être ? 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En quoi contribue t-il à impulser une dynamique co'...; public $post_date = '2019-10-22 08:00:13'; public $post_excerpt = ''; public $post_parent = 6065; public $post_status = 'publish'; public $post_title = 'Le knowledge management : une dynamique d’innovation'; public $post_type = 'page'; public $slug = 'knowledge-management'; protected $__type = NULL; public $post_date_gmt = '2019-10-22 06:00:13'; public $comment_status = 'closed'; public $ping_status = 'closed'; public $post_password = ''; public $post_name = 'knowledge-management'; public $to_ping = ''; public $pinged = ''; public $post_modified = '2019-10-16 10:45:52'; public $post_modified_gmt = '2019-10-16 08:45:52'; public $post_content_filtered = ''; public $guid = 'https://www.kbcrawl.com/?page_id=7537'; public $menu_order = 1; public $post_mime_type = ''; public $filter = 'raw'; public $status = 'publish' }, 'similar_post' => [0 => class Timber\Post { ... }, 1 => class Timber\Post { ... }, 2 => class Timber\Post { ... }, 3 => class Timber\Post { ... }]], $blocks = ['head' => [0 => class __TwigTemplate_ccbeb7df642c5c9e12a78dec0d68c75c { ... }, 1 => 'block_head'], 'header' => [0 => class __TwigTemplate_ccbeb7df642c5c9e12a78dec0d68c75c { ... }, 1 => 'block_header'], 'content' => [0 => class __TwigTemplate_dc95033d44ce043b830e6e5e3dd664f3 { ... }, 1 => 'block_content'], 'footer' => [0 => class __TwigTemplate_ccbeb7df642c5c9e12a78dec0d68c75c { ... }, 1 => 'block_footer']] ).../Template.php:416
120.353117816984Twig\Extension\CoreExtension::getAttribute( $env = class Twig\Environment { private $charset = 'UTF-8'; private $loader = class Twig\Loader\FilesystemLoader { protected $paths = [...]; protected $cache = [...]; protected $errorCache = [...]; private $rootPath = '//' }; private $debug = TRUE; private $autoReload = TRUE; private $cache = class Twig\Cache\NullCache { }; private $lexer = class Twig\Lexer { private $isInitialized = TRUE; private $tokens = [...]; private $code = '<nav id="nav-main" class="nav-main" role="navigation">\n <ul class="list-inline">\n {% for item in menu.main.items %}\n <li class="nav-item main-level {{item.classes | join(\' \')}} {{item.blog_articles[0] == "true" ? "menu-item-has-children" : ""}}">\n <a title="{{item.title}}" {% if item.target %}target="{{item.target}}"{% endif %} class="nav-link" href="{{item.link}}">{{item.title}}</a>\n {% if item.children or item.blog_articles[0] == "true" %}\n <div class="nav-subnav-container">\n '...; private $cursor = 6926; private $lineno = 127; private $end = 6926; private $state = 0; private $states = [...]; private $brackets = [...]; private $env = ...; private $source = class Twig\Source { ... }; private $options = [...]; private $regexes = [...]; private $position = 96; private $positions = [...]; private $currentVarBlockLine = 122; private array $documentation = [...]; private array $openingBrackets = [...]; private array $closingBrackets = [...] }; private $parser = class Twig\Parser { private $stack = [...]; private ?WeakMap $expressionRefs = NULL; private $stream = NULL; private $parent = NULL; private $visitors = [...]; private $expressionParser = NULL; private $blocks = NULL; private $blockStack = NULL; private array $documentationTargets = [...]; private $macros = NULL; private $importedSymbols = NULL; private $traits = NULL; private $embeddedTemplates = [...]; private int $lastEmbedIndex = 0; private $varNameSalt = 0; private $ignoreUnknownTwigCallables = FALSE; private Twig\ExpressionParser\ExpressionParsers $parsers = class Twig\ExpressionParser\ExpressionParsers { ... }; private Twig\Environment $env = ... }; private $compiler = class Twig\Compiler { private $lastLine = 123; private $source = '<?php\n\nuse Twig\\Environment;\nuse Twig\\Error\\LoaderError;\nuse Twig\\Error\\RuntimeError;\nuse Twig\\Extension\\CoreExtension;\nuse Twig\\Extension\\SandboxExtension;\nuse Twig\\MacroNamespace;\nuse Twig\\Markup;\nuse Twig\\Sandbox\\SecurityError;\nuse Twig\\Sandbox\\SecurityNotAllowedTagError;\nuse Twig\\Sandbox\\SecurityNotAllowedFilterError;\nuse Twig\\Sandbox\\SecurityNotAllowedFunctionError;\nuse Twig\\Sandbox\\SecurityNotAllowedTestError;\nuse Twig\\Source;\nuse Twig\\Template;\nuse Twig\\TemplateWrapper;\n\n/* Partials/Components/_nav-m'...; private $indentation = 0; private $debugInfo = [...]; private $sourceOffset = 29040; private $sourceLine = 452; private $varNameSalt = 5; private $didUseEcho = FALSE; private $didUseEchoStack = [...]; private Twig\Environment $env = ... }; private $globals = []; private $resolvedGlobals = []; private $loadedTemplates = ['__TwigTemplate_dc95033d44ce043b830e6e5e3dd664f3' => class __TwigTemplate_dc95033d44ce043b830e6e5e3dd664f3 { ... }, '__TwigTemplate_ccbeb7df642c5c9e12a78dec0d68c75c' => class __TwigTemplate_ccbeb7df642c5c9e12a78dec0d68c75c { ... }, '__TwigTemplate_76a2c827d2bca59d4040790937b9f488' => class __TwigTemplate_76a2c827d2bca59d4040790937b9f488 { ... }, '__TwigTemplate_e17d1785fd99469c15077713105473dc' => class __TwigTemplate_e17d1785fd99469c15077713105473dc { ... }, '__TwigTemplate_32cc8c3a5586bbddba2436204bd65913' => class __TwigTemplate_32cc8c3a5586bbddba2436204bd65913 { ... }, '__TwigTemplate_c060e33015d0faf9eb0259709a59d9b8' => class __TwigTemplate_c060e33015d0faf9eb0259709a59d9b8 { ... }]; private $strictVariables = FALSE; private $originalCache = FALSE; private $extensionSet = class Twig\ExtensionSet { private $extensions = [...]; private $initialized = TRUE; private $runtimeInitialized = TRUE; private $staging = class Twig\Extension\StagingExtension { ... }; private $parsers = [...]; private $visitors = [...]; private $filters = [...]; private $dynamicFilters = [...]; private $tests = [...]; private $dynamicTests = [...]; private $functions = [...]; private $dynamicFunctions = [...]; private Twig\ExpressionParser\ExpressionParsers $expressionParsers = class Twig\ExpressionParser\ExpressionParsers { ... }; private $globals = [...]; private $functionCallbacks = [...]; private $filterCallbacks = [...]; private $testCallbacks = [...]; private $parserCallbacks = [...]; private $lastModified = 1790342401 }; private $runtimeLoaders = []; private $runtimes = ['Twig\\Runtime\\EscaperRuntime' => class Twig\Runtime\EscaperRuntime { ... }]; private $optionsHash = '["Twig\\\\Extension\\\\CoreExtension","Twig\\\\Extension\\\\EscaperExtension","Twig\\\\Extension\\\\YieldNotReadyExtension","Twig\\\\Extension\\\\OptimizerExtension","Twig\\\\Extension\\\\DebugExtension"]:8:1:3.30.0:1:0:0'; private $useYield = FALSE; private $defaultRuntimeLoader = class Twig\RuntimeLoader\FactoryRuntimeLoader { private array $map = [...] }; private array $hotCache = []; private array $loadedWrappers = ['__TwigTemplate_dc95033d44ce043b830e6e5e3dd664f3' => class Twig\TemplateWrapper { ... }] }, $source = class Twig\Source { private string $code = '{# page.php #}\n\n{% extends \'Layouts/base.twig\' %}\n\n{% block content %}\n <article class="post-type-{{post.post_type}}-like-blog" id="post-{{post.ID}}">\n <div class="container">\n <div class="page-like-blog">\n <div class="row">\n <div class="col-12 col-md-10 offset-md-1 col-lg-8 offset-lg-2">\n <div class="text-center">{{breadcrumb}}</div>\n <h1 class="text-center mb-10">{{post.title}}</h1>\n </div>\n <div class="col-12 col-md-7 offset-md-1 col-xl-6 o'...; private string $name = 'Templates/page-like-blog.twig'; private string $path = '/home/kbcrawl/wordpress/www/www/wp-content/themes/skin/views/Templates/page-like-blog.twig' }, $object = class Timber\Post { public $id = 7537; public $ID = 7537; public $object_type = 'post'; protected ?WP_Post $wp_object = class WP_Post { public $ID = 7537; public $post_author = '8'; public $post_date = '2019-10-22 08:00:13'; public $post_date_gmt = '2019-10-22 06:00:13'; public $post_content = '<!-- wp:paragraph -->\n<p>Le knowledge management, vous connaissez peut-être ? Cette démarche managériale, apparue il y a peu, entretient un lien étroit avec l’organisation des connaissances dans l’entreprise. Si cette notion semble parfois un peu abstraite, elle revêt pourtant des applications très concrètes. Elle est au cœur des processus de veille et d’innovation. Mais qu’est-ce que le concept de knowledge management recouvre exactement ? En quoi contribue t-il à impulser une dynamique co'...; public $post_title = 'Le knowledge management : une dynamique d’innovation'; public $post_excerpt = ''; public $post_status = 'publish'; public $comment_status = 'closed'; public $ping_status = 'closed'; public $post_password = ''; public $post_name = 'knowledge-management'; public $to_ping = ''; public $pinged = ''; public $post_modified = '2019-10-16 10:45:52'; public $post_modified_gmt = '2019-10-16 08:45:52'; public $post_content_filtered = ''; public $post_parent = 6065; public $guid = 'https://www.kbcrawl.com/?page_id=7537'; public $menu_order = 1; public $post_type = 'page'; public $post_mime_type = ''; public $comment_count = '0'; public $filter = 'raw' }; protected $___content = NULL; protected $_permalink = NULL; protected $_next = []; protected $_prev = []; protected $_css_class = NULL; public $post_author = '8'; public $post_content = '<!-- wp:paragraph -->\n<p>Le knowledge management, vous connaissez peut-être ? Cette démarche managériale, apparue il y a peu, entretient un lien étroit avec l’organisation des connaissances dans l’entreprise. Si cette notion semble parfois un peu abstraite, elle revêt pourtant des applications très concrètes. Elle est au cœur des processus de veille et d’innovation. Mais qu’est-ce que le concept de knowledge management recouvre exactement ? En quoi contribue t-il à impulser une dynamique co'...; public $post_date = '2019-10-22 08:00:13'; public $post_excerpt = ''; public $post_parent = 6065; public $post_status = 'publish'; public $post_title = 'Le knowledge management : une dynamique d’innovation'; public $post_type = 'page'; public $slug = 'knowledge-management'; protected $__type = NULL; public $post_date_gmt = '2019-10-22 06:00:13'; public $comment_status = 'closed'; public $ping_status = 'closed'; public $post_password = ''; public $post_name = 'knowledge-management'; public $to_ping = ''; public $pinged = ''; public $post_modified = '2019-10-16 10:45:52'; public $post_modified_gmt = '2019-10-16 08:45:52'; public $post_content_filtered = ''; public $guid = 'https://www.kbcrawl.com/?page_id=7537'; public $menu_order = 1; public $post_mime_type = ''; public $filter = 'raw'; public $status = 'publish' }, $item = 'preview', $arguments = [], $type = 'any', $isDefinedTest = FALSE, $ignoreStrictCheck = FALSE, $sandboxed = FALSE, $lineno = 52 ).../Environment.php(434) : eval()'d code:187
130.353117816984Timber\Post->preview( ).../CoreExtension.php:1996
140.353117816984Timber\Helper::deprecated( $function = '{{ post.preview }}', $replacement = '{{ post.excerpt }}', $version = '2.0.0' ).../Post.php:487
150.353117817432trigger_error( $message = '[ Timber ] {{ post.preview }} is deprecated since Timber version 2.0.0! Use {{ post.excerpt }} instead.', $error_level = 16384 ).../Helper.php:461
Le knowledge management, vous connaissez peut-être ? Cette démarche managériale, apparue il y a…
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