Summary - TST 23
TRANSPORTES, SERVICIOS Y TELECOMUNICACIONES
Stéphanie Le Gallic
D’une trajectoire d’innovation incertaine à une ascension irréversible : le cas du néon, une offre renouvelée de services commerciaux par le gaz .
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Key Words:
Bussines management, Advertising.
[ Abstract ]
This article addresses the original innovation path of rare gas, the neon gas, which from the chemist laboratory of the scientist was diffused at the end of the XIX as an industrial product whose commercial uses participated directly to the genesis of a urban economy of advertising. This invention/innovation/diffusion path blossomed during the interwar period within occidental metropolis, as well in America as in Europe. The invention by the French scientist and entrepreneur Georges Claude of the neon innovation system was a factor of irreversibility for the path of urban expansion supported by lighting advertising. This irreversible growth, prepared by successive resolutions of technical bottlenecks, was entirely the work of Georges Claude, firstly regarding the global innovation of neon tubes. Georges Claude, as a systemic innovative entrepreneur, succeeded getting over the diverse technical obstacles that slowed down the expansion of the new media. The fact that he personally controlled the general strategy and the different stages and stakes of the diffusion of the neon innovation was a key factor of his entrepreneurial success story. Neon technical system participated directly to the innovative dynamics of new urban services from the 1880’s to the 1930’s.
[ Abstract ]
This article addresses the original innovation path of rare gas, the neon gas, which from the chemist laboratory of the scientist was diffused at the end of the XIX as an industrial product whose commercial uses participated directly to the genesis of a urban economy of advertising. This invention/innovation/diffusion path blossomed during the interwar period within occidental metropolis, as well in America as in Europe. The invention by the French scientist and entrepreneur Georges Claude of the neon innovation system was a factor of irreversibility for the path of urban expansion supported by lighting advertising. This irreversible growth, prepared by successive resolutions of technical bottlenecks, was entirely the work of Georges Claude, firstly regarding the global innovation of neon tubes. Georges Claude, as a systemic innovative entrepreneur, succeeded getting over the diverse technical obstacles that slowed down the expansion of the new media. The fact that he personally controlled the general strategy and the different stages and stakes of the diffusion of the neon innovation was a key factor of his entrepreneurial success story. Neon technical system participated directly to the innovative dynamics of new urban services from the 1880’s to the 1930’s.