The governance of a company is the set of rules in force that enable the structure to function in the desired way. Built on the basis of missions and values, it is a system set up to direct and control the company in the long term and to protect the rights and interests of the company’s stakeholders (shareholders, managers, employees, customers, suppliers, banks) through general rules and practices that are adapted to specific situations. In particular, governance defines the distribution of decision-making power within the company. In various ways, issues related to the triptych of products, markets and competition are obviously affected by both the rules and the distribution of decision-making powers. Whether it is a question of the various forms of product ethics or responsibility, of business ethics in general, or of the different answers to the question “who is authorised to decide what? On this last point alone, if only in relation to investments, technical developments, commercial launches, partnerships, acquisitions, etc., there is no shortage of topics.
This section is devoted to some particular aspects of governance in the B2B/B2G technology company that are related to the issues of products, markets, customers and competition.
Clearly formulating the company’s mission and values, aligning all processes with these values with respect to all stakeholders, formalising “who has the right to decide what”, these are the main roles of the governance of an organisation. Some aspects of governance are directly related to the product markets competition.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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