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La valorisation de l’inventeur au service de la marque employeur

Abstract : This study analyzes the digital communication strategies of two leaders in the high technology field. The researches show that their media mix seek to convey their innovation abilities, considered as a managerial priority, to every stakeholder; thus emphasizing the role of the inventor as a major player in innovation. They become a human capital to conquer and maintain, even more so at a time when digital tools remove inventor anonymity from the equation, via comprehensive patent databases which enable them to be easily recognized. Consequently, the online presence of these firms goes beyond mere corporate awareness: they are now using the communication potential of industrial property through digital tools to develop their employer brand.
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Contributor : Christine Leboulanger Connect in order to contact the contributor
Submitted on : Tuesday, December 3, 2019 - 4:17:51 PM
Last modification on : Wednesday, March 9, 2022 - 3:50:03 PM



Christine Leboulanger, Françoise Perdrieu-Maudière. La valorisation de l’inventeur au service de la marque employeur. Communication & Organisation, Presses Universitaires de Bordeaux, 2019, 55, ⟨10.4000/communicationorganisation.7989⟩. ⟨hal-02391650⟩



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