Apprentissage organisationnel et marketing "hygienique" : interaction dans la restructuration des p.m.e. industrielles
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Abstract EN:
In the first part, the study of apprenticeship deals with its physical and psychological bases. Applied to work organization, the psychological apprenticeship seems to question the conventional vision of work and that of the organization. The contribution of biology and ecology, through the theories of evolution and stress, can explain the interactions between the individual and the organization. The second part tries to give an empiric validation to this hypothesis, by a strategic approach of the enterprise's dismantling and its setting up again. Two surveys - one on the stress (2150 persons polled) and the other one on internal communication (72 industrial firms polled) - are proposing some indicators of that tendency, to validate later, with a more representative sample for the second one. Finally, an approach of the apprenticeship is proposed. Because of the quality imposed to the firms, the classical work organization is called into question by a necessary adaptation of the behaviour management, particularly of the apprenticeship. But shattering the behaviours acts upon the structures and the representations. The organizational learning can make work evolve and so the relational structures within the enterprise. This mutation is lived, by the workers, as an additional constraint, a factor of stress and internal deseconomics for the firm, which the science of management cannot ignore. The internal communication is an instrument which becomes more and more operational, as a means of learning by psychological conditioning. For the evolution of representations, communication becomes a part of the internal marketing, called here the "hygienic" marketing, because hygiene is the symbol of the preservation of health, thus of life. The internal marketing contributes to associate the individuals' behaviours to the organization's survival.
Abstract FR:
L'etude de l'apprentissage traite de ses fondements physiques et psychologiques, dans la premiere partie. Applique a l'organisation du travail, l'apprentissage psychologique semble remettre en cause la vision conventionnelle du travail et celle de l'organisation. L'apport de la biologie et de l'ecologie, au travers des theories de l'evolution et du stress, contribue a l'explication de l'interaction entre l'individu et l'organisation. La seconde partie tente d'apporter une validation empirique de cette hypothese par une approche strategique de la decomposition et recomposition des entreprises. Deux enquetes - la premiere sur le stress aupres de 2 150 individus et la seconde sur la communication interne aupres de 72 pme de l'industrie - proposent des indicateurs de cette tendance, a valider sur un echantillon plus representatif pour les p. M. E. Enfin, une approche de la methodologie de l'apprentissage est proposee. A cause de la qualite imposee aux entreprises, l'organisation classique du travail est remise en cause par un necessaire renouvellement de la gestion des comportements, particulierement de l'apprentissage. Mais bouleverser les comportements agit sur les structures et les representations. L'apprentissage organisationnel apparait comme le moyen de faire evoluer le travail et par consequent, les structures relationnelles au sein de l'entreprise. Ce changement est vecu, par les salaries, comme une contrainte supplementaire, facteur de stress et de deseconomie interne, que la gestion ne peut ignorer. La communication interne est un instrument qui apparait de plus en plus operatoire, comme moyen d'apprentissage par conditionnement psychologique. Destinee a faire evoluer les representations, la communication devient un element du marketing interne, appele ici marketing hygienique. En effet, l'hygiene est une representation de la preservation de la sante, symbole de la defense de la vie. Le marketing interne contribue a associer le comportement des individus a la survie de l'organisation.