Les leviers de la déconstruction stratégique. Le cas Logan

Emmanuel Métais, Denis Dauchy and Pierre-Guy Hourquet

Revue française de gestion, 2009, vol. n° 197, issue 7, 147-162

Abstract: The aim of this paper is to provide an integrated model for explaining disruptive strategies. Competition can be considered as a game, governed by economic and non-economic rules, implying conflict or cooperation between various stakeholders. Considering this definition from an upside-down perspective can introduce an incisive disequilibrium in the competitive game, leading to disruptive opportunities. This model is illustrated by the Logan case, a low-cost vehicle launched by the French automaker Renault in 2004, which generated profound changes in the today automotive industry.

Date: 2009
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