Innovation et culture d'entreprise: le gaz naturel chez total (1951-2000)

How gas gained recognition as part of the corporate culture of the large oil companies sheds light on the way innovation builds up in corporate culture and communication. Until the 1950s, gas was still of marginal importance among the strategic and organisational concerns of the companies that would later make up the Total group. It was not until the 1960s and 70s that gas became a core concern for the large oil companies, whose first gas divisions date back to that time. Because of the complexity and low short-term profitability of gas production projects, the first members of these divisions had to develop communication and networkbuilding strategies to forge alliances within their corporate headquarters. These were experienced executives who, during the course of their careers, built up and disseminated innovation in corporate culture. However, they were regularly confronted with the recurrent question of where in the organisation the new activity should find its home base.