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Competitive intelligence & creativity in SMEs/SMIs: an offensive skill to structured

This article is part of research carried out within the framework of a doctorate thesis for Information and Communication Science which focuses on the integration of economic intelligence into an offensive wing in order to enable development or increase creativity within certain SMEs/SMIs. Part of the paradigm, we have assembled for this research in general and for that purpose in particular, should have to refer to the «networking-actor» sociological field Latour (1991 and following), (Callon & Latour,) and what we called through this article ‘reverse creativity’. We will base our theoretical and furthermore, practical development, on the Japanese approach in Nonaka and Takeuchi (1997) research which supports the employee as the main stakeholder in the company with access to and the ability to process information and knowledge and interact with the organisation. We will analyse how creative advertising techniques and, particularly, the disruption manner, which we owe to the publicist Jean Marie Dru (1996 & 2003), and attempt to demonstrate that a model which links the field of «knowledge» to that of «creativity» would serve a company’s tactical and strategic goals.