{"id":128453,"date":"2023-02-03T09:05:17","date_gmt":"2023-02-03T09:05:17","guid":{"rendered":"https:\/\/www.bruellan.ch\/?p=128453"},"modified":"2023-12-12T11:34:07","modified_gmt":"2023-12-12T10:34:07","slug":"memoire-avantage-competitif","status":"publish","type":"post","link":"https:\/\/www.bruellan.ch\/en\/memoire-avantage-competitif\/","title":{"rendered":"La m\u00e9moire, l\u2019autre avantage comp\u00e9titif des entreprises familiales"},"content":{"rendered":"\n<p style=\"font-size:21px\"><strong>La sup\u00e9riorit\u00e9 \u00e9conomique de ces entreprises est souvent justifi\u00e9e par cette aptitude \u00e0 se projeter sur le long terme.<\/strong><\/p>\n\n\n\n<p><p style=\"font-size: 20px; text-align: left;\">\u00abStrat\u00e9gie de long terme\u00bb. Dans un monde toujours plus rapide et habit\u00e9 par le syndrome du \u00abcourt-termisme\u00bb, tout article pertinent portant sur les entreprises familiales se doit de mentionner cette sp\u00e9cificit\u00e9. La sup\u00e9riorit\u00e9 \u00e9conomique de ces entreprises est souvent justifi\u00e9e par cette aptitude \u00e0 se projeter sur le long terme. Les sp\u00e9cialistes du management l\u2019associent avec un concept cl\u00e9: la richesse socio-\u00e9motionnelle, d\u00e9finie comme l\u2019accumulation des \u00e9l\u00e9ments non-financiers g\u00e9n\u00e9r\u00e9s par l\u2019entreprise, tels que le statut, l\u2019influence ou l\u2019identit\u00e9. Ce patrimoine unique constitue une motivation suppl\u00e9mentaire pour une famille de vouloir transmettre son entreprise \u00e0 la g\u00e9n\u00e9ration suivante.<\/p>\n<p style=\"font-size: 20px;\">Pourtant, la capacit\u00e9 \u00e0 \u00e9tablir une strat\u00e9gie en ann\u00e9es et non en trimestre n\u2019est qu\u2019une face du \u00ablong-termisme\u00bb. L\u2019autre face, compl\u00e9mentaire et n\u00e9cessaire, est r\u00e9solument ancr\u00e9e dans le pass\u00e9: il s\u2019agit de la m\u00e9moire des soci\u00e9t\u00e9s familiales et leur habilet\u00e9 \u00e0 la mobiliser. Ironie, cette force est souvent omise.<\/p>\n<p style=\"font-size: 20px;\">Vous avez peut-\u00eatre d\u00e9j\u00e0 crois\u00e9 dans votre vie une personnalit\u00e9 dot\u00e9e d\u2019une m\u00e9moire \u00e9patante, lui conf\u00e9rant une grande efficacit\u00e9 pour r\u00e9aliser ses t\u00e2ches, sans effort apparent, tout en \u00e9tant imbattable au jeu d\u2019\u00e9checs et au Memory. Dans le monde des entreprises, cet individu est probablement une entreprise familiale.<\/p>\n<p style=\"font-size: 20px; text-align: left;\"><em>La m\u00e9moire organisationnelle, popularis\u00e9e par les travaux d\u2019acad\u00e9miciens au d\u00e9but des ann\u00e9es 1990, <\/em><em>est consid\u00e9r\u00e9e comme un \u00e9l\u00e9ment crucial du succ\u00e8s de tout type d\u2019organisation.<\/em><\/p><\/p>\n\n\n\n<p class=\"is-layout-flow wp-block-quote-is-layout-flow\" style=\"font-size: 20px;\">Il y a quelques ann\u00e9es, le directeur financier de LVMH, leader de l\u2019industrie du luxe, me justifiait leur strat\u00e9gie d\u2019acquisition. Elle prenait sa source dans les souvenirs encore pr\u00e9sents d\u2019erreurs d\u2019acquisition commises\u2026 il y a 25 ans! La strat\u00e9gie depuis est relativement simple et rigoureuse: \u00abne pas acheter un mod\u00e8le d\u2019affaire qu\u2019on ne connait pas\u00bb. Plus r\u00e9cemment, le pr\u00e9sident d\u2019une soci\u00e9t\u00e9 industrielle, membre de la seconde g\u00e9n\u00e9ration, m\u2019expliquait les choix d\u2019investissement clairs et innovants adopt\u00e9s par son p\u00e8re. Cette entreprise s\u2019inspire encore de cet \u00e9tat d\u2019esprit. Ferrari, le l\u00e9gendaire manufacturier automobile, garde comme ligne directrice le mantra de son fondateur: \u00abtoujours vendre moins de voitures que le nombre demand\u00e9 par ses clients\u00bb.\u00a0 Au-del\u00e0 du caract\u00e8re anecdotique, la m\u00e9moire des entreprises familiales constitue un actif intangible, unique et attractif pour les investisseurs.<\/p>\n<p style=\"font-size: 20px;\">La m\u00e9moire organisationnelle, popularis\u00e9e par les travaux d\u2019acad\u00e9miciens au d\u00e9but des ann\u00e9es 1990, est consid\u00e9r\u00e9e comme un \u00e9l\u00e9ment crucial du succ\u00e8s de tout type d\u2019organisation. Elle est constitu\u00e9e de la capacit\u00e9 \u00e0 acqu\u00e9rir, retenir et retrouver le savoir-faire et les connaissances n\u00e9cessaires pour progresser. Elle permet de r\u00e9agir avec promptitude dans les moments d\u00e9cisifs, comme les situations de crises. D\u2019apr\u00e8s plusieurs \u00e9tudes men\u00e9es r\u00e9cemment, les soci\u00e9t\u00e9s familiales s\u2019en sortent mieux que les autres en b\u00e9n\u00e9ficiant \u00abde leur capacit\u00e9 \u00e0 stocker des connaissances, m\u00eame si elles ne sont pas pertinentes \u00e0 ce moment pr\u00e9cis, et \u00e0 les raviver lorsqu\u2019elles sont pr\u00e9cieuses .\u00bb Comment expliquer de telles pr\u00e9dispositions? Tout d\u2019abord, la m\u00e9moire fait partie de ce fameux patrimoine socio-\u00e9motionnel, transmis entre les g\u00e9n\u00e9rations impliqu\u00e9es dans l\u2019entreprise. De plus, elles connaissent une plus grande adh\u00e9sion et implication de leurs employ\u00e9s, ce qui permet de r\u00e9duire la rotation de personnel. Cette stabilit\u00e9 joue son r\u00f4le dans le maintien de cette m\u00e9moire organisationnelle.<\/p>\n<p style=\"font-size: 20px;\">En investissant dans des entreprises familiales europ\u00e9ennes et suisses, comme nous le faisons chez Bruellan, nous obtenons plus qu\u2019une strat\u00e9gie de long terme: nous devenons aussi b\u00e9n\u00e9ficiaires d&#8217;une m\u00e9moire, utile et pertinente pour reconnaitre les opportunit\u00e9s et les risques potentiels.<\/p>\n\n<figure class=\"wp-block-image size-large is-layout-flow wp-block-quote-is-layout-flow\"><\/figure>\n\n\n<p>Malek Dahmani<\/p>\n<p>Source: <a href=\"https:\/\/www.allnews.ch\/content\/points-de-vue\/la-fin-de-la-premi%C3%A8re-vague-d%E2%80%99inflation\" target=\"_blank\" rel=\"noopener\">allnews<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>La sup\u00e9riorit\u00e9 \u00e9conomique de ces entreprises est souvent justifi\u00e9e par cette aptitude \u00e0 se projeter sur le long terme. \u00abStrat\u00e9gie de long terme\u00bb. Dans un monde toujours plus rapide et &#8230; <\/p>\n<div class=\"read-more-link-box\"><a class=\"read-more-link\" href=\"https:\/\/www.bruellan.ch\/en\/memoire-avantage-competitif\/\">Read more<\/a><\/div>\n","protected":false},"author":4,"featured_media":149957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[39],"class_list":["post-128453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-bruellan-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La m\u00e9moire, l\u2019autre avantage comp\u00e9titif des entreprises familiales - Bruellan<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruellan.ch\/memoire-avantage-competitif\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La m\u00e9moire, l\u2019autre avantage comp\u00e9titif des entreprises familiales - Bruellan\" \/>\n<meta property=\"og:description\" content=\"La sup\u00e9riorit\u00e9 \u00e9conomique de ces entreprises est souvent justifi\u00e9e par cette aptitude \u00e0 se projeter sur le long terme. \u00abStrat\u00e9gie de long terme\u00bb. 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