Quelles stratégies pour les sous-traitants face aux reconfigurations des chaînes de valeur ? Le cas de la joaillerie en France

Actions from players who are trying to dominate the process of value creation often punctuate the revamping of the value chain in an industry. But what about businesses in a much more subordinate position in the chain ? What strategies guide how they reposition themselves in the market ? The patterns whereby French subcontractors in the jewelry business have adapted are described. As changes in the luxury goods business are forcing them to raise questions about their position in this value chain, subcontractors must cope with a series of organizational and strategic tensions. As a function of their range of action, degree of autonomy, know-how and the nature of their relations with contractors, four patterns of adaptation have been identified : safeguarding, specializing, cooperating and “coopetiting”. They evince a diversity of strategic options in situations where ideas might have become fixated.