{"id":5623,"date":"2023-06-10T11:57:12","date_gmt":"2023-06-10T09:57:12","guid":{"rendered":"http:\/\/observatoire-asap.org\/?p=5623"},"modified":"2023-06-10T11:57:14","modified_gmt":"2023-06-10T09:57:14","slug":"intelligence-interculturelle-un-barometre-contemporain-de-la-performance-entrepreneuriale","status":"publish","type":"post","link":"https:\/\/observatoire-asap.org\/index.php\/2023\/06\/10\/intelligence-interculturelle-un-barometre-contemporain-de-la-performance-entrepreneuriale\/","title":{"rendered":"Intelligence interculturelle, un barom\u00e8tre contemporain de la performance entrepreneuriale"},"content":{"rendered":"

La diversit\u00e9 culturelle s\u2019affirme de plus en plus comme un outil ind\u00e9niable de la collaboration et m\u00eame de la performance entrepreneuriale. Les valeurs culturelles d\u2019un continent \u00e0 l\u2019autre s\u2019entrelacent \u00e0 travers les \u00e9changes \u00e9conomiques, religieux, \u00e9ducatifs, professionnels.\u00a0<\/span>\u00a0<\/span><\/p>\n

L\u2019interculturalit\u00e9 comme vecteur de communication intelligente<\/span><\/b>\u00a0<\/span><\/p>\n

La dynamique des transformations soci\u00e9tales induit in\u00e9luctablement l\u2019effritement d\u2019un instinct gr\u00e9gaire oppos\u00e9, \u00e0 tout point de vue, \u00e0 l\u2019acceptation de l\u2019alt\u00e9rit\u00e9 multiculturelle. Ce champ aussi vaste soit-il, requiert l\u2019encadrement par l\u2019intelligence interculturelle, discipline qui tend \u00e0 se d\u00e9marquer du fait de la pluralit\u00e9 des r\u00e9alit\u00e9s qu\u2019elle renferme.\u00a0<\/span>\u00a0<\/span><\/p>\n

L\u2019intelligence culturelle aussi connue sous <\/span>CQ<\/span><\/i> (<\/span>cultural quotient<\/span><\/i> ou quotient culturel) a \u00e9t\u00e9 d\u00e9velopp\u00e9e gr\u00e2ce aux recherches de Ang Soon, Linn Van Dyne et Christopher Earley au d\u00e9but du nouveau mill\u00e9naire (2002-2003). Dans \u00ab\u202f<\/span>Research in Organizational Behavior\u202f\u00bb, Volume\u202f24<\/span><\/a>, Earley la d\u00e9finit comme \u00ab\u202fla capacit\u00e9 d\u2019une personne \u00e0 s\u2019adapter lorsqu\u2019elle interagit avec d\u2019autres personnes de diff\u00e9rentes r\u00e9gions culturelles\u202f\u00bb.<\/span>\u00a0<\/span><\/p>\n

De ce fait, on peut postuler que l’intelligence culturelle renvoie \u00e0 l\u2019expertise sur les cultures et l\u2019exercice des comp\u00e9tences interculturelles dans l\u2019int\u00e9r\u00eat d\u2019une organisation publique ou priv\u00e9e. Partant de cela, d\u00e9velopper son intelligence culturelle ou son \u00ab\u202fmuscle culturel\u202f\u00bb revient \u00e0 prendre la mesure de la pr\u00e9gnance de la mise en \u0153uvre d\u2019une strat\u00e9gie de communication adapt\u00e9e aux r\u00e9alit\u00e9s des Etats d\u2019implantation des multinationales. Ce souci de mise en \u0153uvre d\u2019une d\u00e9marche communicative requiert la prise en compte des normes et valeurs culturelles propres au pays d\u2019accueil.\u00a0<\/span>\u00a0<\/span><\/p>\n

Le multiculturalisme \u00e0 l\u2019\u00e9preuve des strat\u00e9gies publicitaires<\/span><\/b>\u00a0<\/span><\/p>\n

Le principe anthropologique de prohibition de l\u2019id\u00e9e d\u2019hi\u00e9rarchisation des cultures doit se traduire favoriser le choix d\u2019\u00e9l\u00e9ments du langage verbal et corporel susceptibles de pr\u00f4ner une morale, des normes et valeurs collectives.\u00a0<\/span>\u00a0<\/span><\/p>\n

Des exp\u00e9riences d\u2019actions de d\u00e9veloppement entreprises sans une prise en compte pr\u00e9alable des r\u00e9f\u00e9rents culturels des peuples autochtones suscitent le d\u00e9sint\u00e9r\u00eat de la population au point o\u00f9, l\u2019ouvrage r\u00e9alis\u00e9 qui est cens\u00e9 servir \u00e0 l\u2019am\u00e9lioration des conditions de vie des b\u00e9n\u00e9ficiaires, n\u2019est pas exploit\u00e9. Cette r\u00e9alit\u00e9 sociale sous-tend la maxime selon laquelle \u00ab\u202fce qui est fait pour moi sans moi est contre moi\u202f\u00bb. Cela se traduit par un d\u00e9sint\u00e9r\u00eat vis-\u00e0-vis du produit publicitaire pr\u00e9sent\u00e9. Bien que ce rejet n\u2019occulte rien \u00e0 la qualit\u00e9 du produit, l\u2019objectif initialement vis\u00e9 n\u2019est pas atteint. Cette situation pose avec acuit\u00e9 la prise en compte des aspects relatifs \u00e0 l\u2019intelligence interculturelle dans les projets de d\u00e9veloppement de produits d\u2019entreprises.<\/span>\u00a0<\/span><\/p>\n

A ce propos, l\u2019anecdote qui suit montre avec clart\u00e9 la n\u00e9cessit\u00e9 d\u2019inclure les r\u00e9f\u00e9rents culturels des peuples dans les dynamiques publicitaires en vue de maximiser la vente de produits commerciaux.\u00a0<\/span>\u00a0<\/span><\/p>\n

En effet, contrairement \u00e0 ce qu\u2019on aurait pu imaginer, des g\u00e9ants de l\u2019industrie comme <\/span>H&M<\/span><\/a> et BMW ont connu des exp\u00e9riences difficiles.\u00a0<\/span>\u00a0<\/span><\/p>\n

En 2016 aux \u00c9mirats arabes unis, <\/span>BMW a diffus\u00e9 une publicit\u00e9 t\u00e9l\u00e9vis\u00e9e<\/span><\/a>. Nonobstant la notori\u00e9t\u00e9 dont b\u00e9n\u00e9ficiait les v\u00e9hicules BMW, la publicit\u00e9 n\u2019a pas connu l\u2019adh\u00e9sion populaire dans la mesure o\u00f9, la campagne publicitaire mettait en exergue des footballers du club de Al-Ain chantant l\u2019hymne national dans le stade. Lorsque ces footballers ont entendu le bruit des moteurs de BMW, ils ont automatiquement cess\u00e9 de chanter pour converger tous vers les v\u00e9hicules \u00e0 l\u2019ext\u00e9rieur du stade. Cette publicit\u00e9 a suscit\u00e9 des r\u00e9actions des autorit\u00e9s \u00e9miraties qui y ont vu un manque de respect et ont exig\u00e9 le retrait de la publicit\u00e9 t\u00e9l\u00e9visuelle. De plus, le vice-pr\u00e9sident du Conseil ex\u00e9cutif d\u2019Abou Dhabi et premier adjoint du club Al Ain, Sheikh Hazza bin Zayed, a d\u00e9mis de ses fonctions le conseil d\u2019administration de la soci\u00e9t\u00e9 Al Ain Club Investment Company.<\/span>\u00a0<\/span><\/p>\n

Conclusion\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

De ce qui pr\u00e9c\u00e8de, on constate sans ambages les cons\u00e9quences de cette action sur la soci\u00e9t\u00e9 notamment en termes de pertes de fonds, d\u2019emplois et de d\u00e9bauche d\u2019\u00e9nergie sans atteindre les objectifs escompt\u00e9s. Cette situation aurait pu \u00eatre \u00e9vit\u00e9e si l\u2019\u00e9quipe marketing (et ses dirigeants) avaient, au pr\u00e9alable, pris soin d\u2019adapter le texte de la publicit\u00e9 aux sensibilit\u00e9s et particularit\u00e9s culturelles \u00e9miraties. Pour BMW, ces \u00e9v\u00e8nements illustrent une d\u00e9cision inopportune et ne tenant pas compte des implications de l\u2019identit\u00e9 nationale dans un autre pays. Une telle situation implique des r\u00e9flexions tendant \u00e0 minimiser les erreurs co\u00fbteuses engendr\u00e9es par les campagnes interculturelles se pr\u00e9sente comme une n\u00e9cessit\u00e9 afin d\u2019\u00e9viter des biais aux cons\u00e9quences multiformes sur la survie des entreprises multinationales. \u202f<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u2019golo Inza SORHO<\/span><\/span><\/a><\/p>\n

\u00a0<\/span><\/p>\n

R\u00e9f\u00e9rences\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

IVANUSHKINA Elena. (2018). <\/span>Pourquoi l’intelligence culturelle est une comp\u00e9tence essentielle \u00e0 d\u00e9velopper en entreprise.<\/span><\/i> Coach d’affaires professionnelle chez Oc\u00e9an Coaching, 15 janvier.<\/span>\u00a0<\/span><\/p>\n

LAHIRE Bernard. (2011). <\/span>L’homme pluriel<\/span><\/i>, Armand Colin, (<\/span>ISBN<\/span><\/a>\u202f<\/span>978-2-2003-4245-6<\/span><\/a>)<\/span>\u00a0<\/span><\/p>\n

TRIBALAT Mich\u00e8le. (2013). <\/span>Assimilation La fin du mod\u00e8le fran\u00e7ais<\/span><\/i>, \u00c9ditions du Toucan, (<\/span>ISBN<\/span><\/a>\u202f<\/span>978-2-8100-0553-6<\/span><\/a>)<\/span>\u00a0<\/span><\/p>\n

MELVILLE J. Herskovits. (1950). <\/span>Les bases de l\u2019anthropologie culturelle.<\/span><\/i> Paris : Fran\u00e7ois Maspero \u00c9diteur, 1967, 331 pages. Collection : Petite collection Maspero, no 106.<\/span>\u00a0<\/span><\/p>\n

KOLESOV <\/span>Andrey. (2019). <\/span><\/a>Qu\u2019est-ce que l\u2019intelligence culturelle ?<\/span><\/i> Accultura, 12 septembre.<\/span>\u00a0<\/span><\/p>\n

SHAN Bo, \u00ab\u202fLa communication interculturelle\u202f: ses fondements, les obstacles \u00e0 son d\u00e9veloppement\u202f\u00bb,\u202f<\/span>Communication et organisation<\/span><\/i> [En ligne], 24\u202f|\u202f2004, mis en ligne le 27 mars 2012, consult\u00e9 le 21 juillet 2022.<\/span>\u00a0<\/span><\/p>\n

http:\/\/journals.openedition.org\/communicationorganisation\/2928<\/span><\/a>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

La diversit\u00e9 culturelle s\u2019affirme de plus en plus comme un outil ind\u00e9niable de la collaboration et m\u00eame de la performance entrepreneuriale. 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Les valeurs culturelles d\u2019un continent \u00e0 l\u2019autre s\u2019entrelacent \u00e0 travers les \u00e9changes \u00e9conomiques, religieux, \u00e9ducatifs, professionnels.\u00a0\u00a0 L\u2019interculturalit\u00e9 comme vecteur de communication intelligente\u00a0 La dynamique des transformations soci\u00e9tales induit in\u00e9luctablement l\u2019effritement d\u2019un instinct gr\u00e9gaire oppos\u00e9, …\" \/>\n<meta property=\"og:url\" content=\"http:\/\/observatoire-asap.org\/index.php\/2023\/06\/10\/intelligence-interculturelle-un-barometre-contemporain-de-la-performance-entrepreneuriale\/\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/fabrice.hamelin.1\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-10T09:57:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-10T09:57:14+00:00\" \/>\n<meta property=\"og:image\" 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