MI 2024
Corbel, P. and Kadji-Ngassam, M. « Le rôle de la marque dans le business model des éditeurs de logiciels open source : une étude de cas », Management International, Vol.28, No 1, January 2024, pp. 52-66
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.