Basé sur une situation réelle, ce cas met les étudiants en situation de négociation du contrat d’intégration d’une solution logicielle entre la SSII prestataire UNILOG IT Services et la société Euromaster. La société Euromaster a retenu Unilog pour faire évoluer son CRM. Une rencontre finale est organisée entre les deux sociétés pour négocier les conditions contractuelles et signer un protocole d’accord. La négociation a pour objectif de finaliser la mise en place d’un CRM (Sales Forces Automation : Gestion des Forces de Vente et Contact Center : Centre d’appels).

This article addresses the issue of the difference between perceived and objective environmental conditions, and its effects on performance. On the one hand, do the objective environmental conditions affect the performance of decisions? On the other hand, do managers under-estimate the objective environmental conditions? In this case, what are the effects on the performance of a complex decision? Based on a survey of 157 managers covering the 58 French industries, the results highlight that the objective state of environmental conditions impacts on the performance of a complex decision (new product development). Second, they indicate the existence of a gap between perceived and objective environmental conditions. Third, the article considers the effect of this difference on performance. It is less simple as assumed: the effects depend on the dimension studied (capacity, complexity and dynamism).

This report aims to providea short synthesis of the state of the market, based on currently available reports, a snapshot of current situation of Kaleidoscope members’ technology transfer activities, and an analysis of the situation of Kaleidoscope Academ

Abstract: past studies concerning the impact of market orientation on the performance of new products do not necessarily conclude that it has an effect. To explain those seemingly contradictory results, some studies have dealt with the existence of moderating variables of the relationship. These studies focused essentially on the moderating role of the environmental conditions. Based on a survey of 142 product managers or sales directors, this article offers a new approach. Firstly, it completely models this moderating effect, providing a structured framework for future research. Secondly, thanks to the use of an original measurement scale, it apprehends objective environmental conditions. Thirdly, it details the market orientation–new product performance relationship, by modeling a new mediator, the instrumental use of available information, thus giving a clearer insight into how and where the moderating effect actually takes place.