image corporate; incubateur/accélérateur; ressources intangibles; mesure de performance; Analyse des Correspondances Multiples (ACM)
Abstract :
[fr] L’image corporate représente l’une des ressources intangibles des incubateurs/accélérateurs des start-ups. Cependant, les apports quant aux outils de sa mesure semble rares. Mesurer sa performance implique une analyse documentaire afin de préciser son concept et dévoiler ses déterminants. L’objectif de cette étude est alors, d’explorer la faisabilité de mesurer la performance de l’image corporate des incubateurs/accélérateurs existants sur le marché algérien auprès des startups. Une telle étude n’a jamais été réalisée selon notre connaissance. Nous avons adopté une démarche exploratoire qui combine un cadre conceptuel, et une phase quantitative. Une échelle de mesure adaptée et inspirée de la littérature a été administrée sous forme de questionnaire. 61 start-ups incubées ont répondu. Les résultats de L’analyse des Correspondances Multiples (ACM) confirme la faisabilité de la mesure de performance de l’image corporate des incubateurs, sa multi dimensionnalité, et la polarité de son positionnement. Les incubateurs/accélérateurs Ithihad et UBatna1 sont ceux qui présentent une forte contribution de mesure de performance allant de faible à neutre, modérée, et forte cumulée via les facteurs (critères) de l’image corporate. Itihad se positionne sur une image fortement positive quant à l’attachement, le confort, et la confiance des startups pour une majorité des profils. Alors que UBatna1, perçoit une image positivement modérée via les critères du professionnalisme et l’innovation ce qui crée un attachement modéré. Les managers des incubateurs/accélérateurs peuvent adopter l’outil et la méthode pour améliorer leur présence dans le marché. [en] Corporate image is one of the incubators/accelerators' intangible resources. However, little is known about its measurement tools. Measuring its performance requires a literature review to clarify its concept and reveal its determinants. The aim of this study is to explore the feasibility of measuring the corporate image performance of existing incubators/accelerators in Algeria among startups' markets. To the best of our knowledge, no such study has ever been carried out. We adopted an conceptual framework combining with quantitative research in the second stage. An adapted measurement scale inspired by the literature was administered in the form of a questionnaire. Responses were received from 61 incubated start-ups. The results of the Multiple Correspondence Analysis (MCA) confirm the feasibility of measuring incubator corporate image performance, its multi-dimensionality, and the polarity of its positioning. The incubators/accelerators Ithihad and UBatna1 are those with a strong performance measurement contribution ranging from low to neutral, moderated, and strong, cumulated via the corporate image factors (criteria). Itihad's image is strongly positive in terms of attachment, comfort and confidence for the majority of startup profiles. UBatna1, on the other hand, perceives a positively moderated image via the criteria of professionalism and innovation, which creates moderated attachment. Incubator/accelerator managers can adopt both the tool and the method to improve their market presence.
Disciplines :
General management, entrepreneurship & organizational theory
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