Abstracts
Résumé
Le business model des acteurs de l’open source fait l’objet d’une attention particulière de la part des chercheurs. Toutefois, le rôle qu’y joue la marque est peu approfondi dans ces travaux. Nous proposons ici une étude de cas, portant sur un petit éditeur open source, Xwiki, qui montre comment la marque peut jouer un rôle crucial, à l’articulation entre les deux piliers du BM que sont la création et la captation de valeur. Nous montrons ainsi qu’un management synergique de la marque et de la communauté de développeurs – en maintenant un degré élevé de contrôle sur les deux – peut permettre d’exploiter leurs complémentarités.
Mots-clés :
- logiciel open source,
- business model,
- marque,
- appropriation
Abstract
The business model of open-source actors has received particular attention from researchers. However, these studies have not thoroughly investigated the role of branding in this area. Here we propose a case study focusing on a small open-source publisher, Xwiki, which demonstrates how branding can play a crucial role in articulating the two pillars of the business model: the creation and capture of value. We show that synergistic management of the brand and the developer community – while maintaining a high degree of control over both – can allow for exploiting their complementarities.
Keywords:
- open-source software,
- business model,
- brand,
- appropriation
Resumen
El modelo de negocio de los actores de código abierto ha recibido una atención particular por parte de los investigadores. Sin embargo, el papel de la marca en esta área no ha sido investigado a fondo en estos estudios. Aquí proponemos un estudio de caso, enfocado en un pequeño editor de código abierto, Xwiki, que demuestra cómo la marca puede desempeñar un papel crucial en la articulación entre los dos pilares del modelo de negocio, que son la creación y la captura de valor. Mostramos que una gestión sinérgica de la marca y la comunidad de desarrolladores – manteniendo un alto grado de control sobre ambas – puede permitir la explotación de sus complementariedades.
Palabras clave:
- software de código abierto,
- modelo de negocio,
- marca,
- apropiación
Appendices
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